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Article
Publication date: 1 September 1991

Robert E. Krapfel, Deborah Salmond and Robert Spekman

Business marketers need strategic frameworks to assess the value ofa portfolio of buyer‐seller relationships and to decide how they shouldbe managed. By drawing on…

Abstract

Business marketers need strategic frameworks to assess the value of a portfolio of buyer‐seller relationships and to decide how they should be managed. By drawing on insights from the political economy, resource dependence, relational contracting and transaction cost perspectives, previous work on portfolios of trading relationships is extended and updated and avenues for future research are suggested.

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European Journal of Marketing, vol. 25 no. 9
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 December 1997

Robert E. Spekman, Deborah J. Salmond and C. Jay Lambe

Uses symbolic interaction concepts to explain norm‐regulated behaviour in industrial marketing relationships. Lends support to the notion that partners’ subjective…

Abstract

Uses symbolic interaction concepts to explain norm‐regulated behaviour in industrial marketing relationships. Lends support to the notion that partners’ subjective interpretations of their relationship must be congruent for relational norms and, hence, collaboration to emerge. By examining 46 of a manufacturer’s established trading relationships, investigates which factors distinguish relationships that are collaborative from other forms of trading relationships. Suggests that when partners exhibit a consensus to collaboration, they share strategic complementarity and the investments made by one side are valued by the other. Interestingly, each also believes the other faces high exit costs even though both sides maintain access to alternative partners. In addition to a discriminant analysis depicting different forms of trading relationships, develops a post hoc analysis of the profile of collaborative trading partners. Discusses the managerial and academic implications.

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European Journal of Marketing, vol. 31 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 May 1997

Deborah L. Cowles

Takes an in‐depth look at the meaning of trust in customer relationships by drawing from the economics and communications literatures, where researchers distinguish…

Abstract

Takes an in‐depth look at the meaning of trust in customer relationships by drawing from the economics and communications literatures, where researchers distinguish between concepts of trustworthiness and trusting behaviour. Develops a typology of trust based on whether a marketing entity is considered trustworthy and whether a behaviour can be considered trusting, and offers the managerial implications of ideas presented, along with six propositions for future research. The perspective presented here suggests that marketing researchers must first come to terms with the meaning of trust in customer relationships before they can begin to understand its role in more comprehensive, explanatory models of customer behaviour.

Details

Management Decision, vol. 35 no. 4
Type: Research Article
ISSN: 0025-1747

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