971 Mutual Value in Business Relationships Rita de Cássia Pereira Centro de Ciências Sociais Aplicadas, Brazil Carlo Gabriel Porto Bellini Centro de Ciências Sociais Aplicadas, Brazil Fernando Bins Luce Escola de Administração, Brazil M IntroductIon Relationship marketing evolves both in quantity and quality, as we can tell from the continuous incorpora- tion of new constructs, models and technologies, the myriad of applications in different contexts, and the interaction with other marketing and management areas. Concepts and processes in relationship market- ing continue to mature significantly with the help of developments made in other research fronts. In this sense, the concept of value as communicated by authors in the field (e.g., Hogan, 2001; Möller & Törrönen, relationships value is created by both the company and its customers, and thus should be assessed bilaterally. We propose that the construct relationship value is an outcome of a particular function that takes as input the value for the customer and the value for the company; it cannot be computed from assessments made by only one of the dyad's actors. Moreover, the focus on the dyad and on the interaction between the two actors enables the development of a richer understanding about the exchange relationship than that of focusing solely on one actor and its environment (Smith, 1999). Marketing researchers are aware of the benefits