TY  - CHAP
AB  - Business and customer relationships build on interactions between the parties. However, the marketing literature does not pay much attention to the concept of interaction. Interaction is a central construct of the Industrial Marketing and Purchasing Group as a result of a strong empirical focus on interfirm relations. However, even this research does not strongly address the interaction construct. Interaction between parties in the economic world refers to the exchanges and communications between parties that lead to development of relationships.While interaction occurs in the on-going present, the purpose is always about creating a future for each of the participants in the relationship. Based on the authors’ presentation at the International Colloquium in Relationship Marketing at Leipzig, Germany, in September 2006, this chapter presents a model of interaction within business and customer relationships that relies upon time and cognition to explain the formation of relationships (or atmosphere) through interactive cognitive processes. This model allows an analysis of the ways the future is shaped in different types of business and customer relationships, depending on the relative ability of the parties to have an effect on the future. The analysis shows how firms and customers work to slow down or speed up change. The final section of the chapter addresses the research implications.
VL  - 18
SN  - 978-1-78052-576-1, 978-1-78052-577-8/1069-0964
DO  - 10.1108/S1069-0964(2012)0000018012
UR  - https://doi.org/10.1108/S1069-0964(2012)0000018012
AU  - Medlin Christopher J.
AU  - Saren Michael
ED  - Mark S. Glynn
ED  - Arch G. Woodside
PY  - 2012
Y1  - 2012/01/01
TI  - Chapter 7 Interaction: Coherence to a Future
T2  - Business-to-Business Marketing Management: Strategies, Cases, and Solutions
T3  - Advances in Business Marketing and Purchasing
PB  - Emerald Group Publishing Limited
SP  - 175
EP  - 192
Y2  - 2024/04/19
ER  -