Since the mid‐1960s scholars have sought to better understand the issues which affect the effectiveness of buyer‐seller interactions. While much progress has been made, existing knowledge is rather scattered and disjointed due to a lack of integration. Assesses the contributions of various research frameworks and incorporates them into a comprehensive model of the buyer‐seller relationship. Of particular importance is the model’s focus on the interaction environment of the buyer‐seller relationship. Provides a discussion and rationale for the variables included in the contingency framework and discusses the implications of the proposed model.
Wren, B. and Simpson, J. (1996), "A dyadic model of relationships in organizational buying: a synthesis of research results", Journal of Business & Industrial Marketing, Vol. 11 No. 3/4, pp. 63-79. https://doi.org/10.1108/08858629610125478Download as .RIS
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