Relationship Dynamics : Theory & Analysis

Today's wisest firms are investing in relationships, Tom Peters observes. But until now, no one has shown exactly how relationships can be managed and why relationship management within groups, teams, and organizations is the key to success. Moving beyond the "quick fix" management agendas of the past 25 years, James Musgrave and Michael Anniss introduce a powerful new four-dimensional model which, for the first time, measures and evaluates the elements of relationships. Their model identifies the power balances and key drivers of those relationships which create cohesive and loosely coupled teams that are essential to operating in today's flexible organization. Musgrave and Anniss begin their discussion by broadening the relationship focus from the traditionally defined, mechanistic roles between customer, employee, and organization to encompass the elements of structure, emotion, organization, and control -- a shift that enables the reader to visualize both the dynamic nature of these interactions and their intangible aspects. This technique gives the executive, employee, and customer not only an expanded overall understanding, but also an ability to isolate interactions so that they can be addressed in a controlled, systematic fashion. The authors continue the process of strategic analysis by scoping, aligning, and profiling the relationship. These techniques allow the individual to define the interaction environment, bring together its perspectives, and isolate issues of contention or conflict. The result is an enhanced mutual understanding of how organizations can revitalize their internal structure, reformulate goals, increase their market share, and serve their customers better. By placing paramount importance upon the elements of human interdependence and interaction, Relationship Dynamics is the first book of its kind that speaks to the myriad of companies that must increasingly rely upon new market niches, individual ingenuity, and structural versatility.

James Musgrave is the founding partner of CHC Consulting in Nairn, Scotland. He develops and presents corporate training seminars on Relationship Dynamics for management solutions.