RELATIONSHIP MARKETING, ENGINE OF SUSTAINABLE DEVELOPMENT AND ORGANISATIONAL CHANGE IN THE ROMANIAN BUSINESS ENVIRONMENT

This paper aims to provide a conceptual clarification of the terms sustainable development and organisational change. It studies the role of relationship marketing for implementing these two concepts. The main objectives are the perception of the three concepts by Romanian business decision-makers and their 'sensitivity' to organisational changes, with regard to implementing the relationship marketing at company level. Information was gathered via exploratory research, using qualitative in-depth interview based on a conversation guide. The conclusions of the study prove that the interlocutors have a relatively clear knowledge of the concepts, but without making a direct connection between sustainable development and major organisational changes triggered by implementing the relationship marketing. The authors recommend the development of a system which centralises all company connections with its stakeholders, to fully capitalise on its accumulated relational capital.