Customer - An Integrated Producer

In the quest for competitive advantage many organizations look within the organizational boundaries. This is, however not longer enough is being observed that organizations are increasingly turning outwards, in particular towards customers, in order to find their competitive edge. The rationale underlying relationship learning is that by learning with, from and about customers, mutual value can be jointly created, leading to enhanced profitability of the customer base and ultimately to competitive advantage. The aim of the paper is to develop a conceptual and integrating framework illustrating the perusals character of relationship learning i.e. learning processes in customer relationships. Since the framework builds on relationship marketing and organisational learning theory, concepts and the goal to establish a link between relationship marketing and organisational learning theory. The concept relationship learning refers to a customer relationship where both parties learn from each other through a dialogue and interaction and further explore new vistas ideas and proclamations to expose new marketing ethos. In this paper the focus is on the co-production logic applied to consumer markets, and their experience and knowledge how gained from industrial markets and how has help to identify as basic ingredients for the customer as co producer. In nutshell we can say that customer integrate markets, develop relationship in both i.e. starting point of learning as well as the target. Because both form pose the real spirits of justification. A complete study has been incorporated to justify further stages of intuiting, interpreting, integrating and institutionalizing, leading to action and strategic renewal.