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A number of theoretical frameworks exist to explain perpetrators’ motivation for workplace aggression. Most of them consider these behaviors as retaliatory actions from individuals who experience triggering events in their workplaces. The current chapter describes a model that focuses on the motivations underlying proactive workplace aggression, and identifies situations where perpetrators consider their aggressive behaviors as morally justifiable. In particular, we argue that depending on the targets’ in- versus out-group membership and higher- versus lower-status in the hierarchy, aggressive behaviors may be viewed as acceptable to achieve perpetrators’ goals of forcing compliance or managing identity. The model extends the current literature by considering non-retaliatory workplace aggression, and by identifying potential avenues for future research and intervention to reduce proactive workplace aggression.

The purpose of this paper is to address a particular tension in arts marketing, that is, the ongoing search for balance between achieving artistic excellence and financial stability, while keeping work accessible and satisfying a range of stakeholders, public and private.

Using Fiske’s (1992) relational models theory as a framework to categorize different modes of exchange between a sponsor and an arts organization, this paper focusses on the varied nature of interactions between parties.

Drawing on data from a longitudinal case study, the authors evaluate the many opportunities and risks associated with sponsorship arrangements and to explore how these become manifest and potentially resolved within the relational structure over time. Moreover, the authors examine how an arts marketer can employ particular relational models of exchange to mitigate the risks of another model which is operational within the sponsorship.

The aim of this paper is to consider the variety of exchange ongoing in long-term sponsorship arrangements, and in using Fiske’s RM theory, to identify the risk and opportunities associated with these exchanges. The case study examined here is, of course, idiosyncratic in terms of people, time and place. However, what is general, and what the authors wish to draw attention to, is how managers can employ different models of exchange to mitigate risks arising out of the dominance of any one model in the sponsorship relationship.

For executives involved in the management of sponsorship relationships, a rich understanding of their risks and opportunities is important. For example, rather than assuming that market-based considerations or social bonds to be either wholly positive or negative, in this paper the authors have demonstrated that each can have an important role in the dynamic of sponsorship relationships. Therefore, for example, while strong social bonds will mitigate the risks of market-based mechanisms, the risks of social bonds themselves can be balanced through appropriate intermittent recourse to market-based mechanisms. In any specific sponsorship arrangement it will become a matter of balance, and a development of understanding of the role of market, hierarchical, reciprocal and communal dimensions associated with long-term relationships.

In this regard, the authors offer six propositions, which capture the mitigation and enhancement of risks and opportunities, respectively, as well as considerations for relationship dynamics arising from the analysis.

This chapter examines the tension between interdependence and dominance. First, we briefly review prominent social psychological theories regarding the development and maintenance of status systems. Next we briefly describe how these structures help distribute social power in modern society. We then examine how prejudice, stereotyping, and discrimination stem from status systems and interdependence, using the Stereotype Content Model (Fiske, Xu, Cuddy & Glick, 1999; Fiske, Cuddy, Glick, & Xu, 2002). Next, we consider the unique circumstances of gender relations and how they give way to complementary justifications of gender inequality, using Ambivalent Sexism Theory (Glick & Fiske, 1996, 1999, 2001a, 2001b). Last, we review evidence to support our argument that women do not necessarily acquiesce joyfully to the present hierarchical arrangement, but rather guide their choices by their pragmatic alternatives, as dictated by benevolent and hostile ideologies.

The authors apply Alan P. Fiske's relational models framework to customers' engagement with service firms – specifically, they propose that customers who hold different relational models for the service firm are likely to engage with the firm in dissimilar ways, thus generating different types of customer engagement value for the firm. Fiske's relational models framework is eminently suitable for studying customer-service firm engagement because it is widely adopted in the social sciences as a rigorously developed framework for conceptualizing social interactions.

The article bridges Fiske's relational models framework and Kumar et al.'s customer engagement value framework, and conceptually demonstrates that customers employing different relational models for the service firm are likely to generate different types of customer engagement value for the firm.

The article demonstrates conceptually that customers' relational models, schemata, and scripts influence how consumers engage with the firm and the type of customer engagement value accruing to the firm.

This research has implications for service firms' relationship strategies. First, service marketers can determine the desired customer engagement value(s) and then craft their customer relationship strategy so that it maximizes those engagement value(s). The article suggests relationship strategies that service firms may implement for encouraging customers to adopt different relational models.

No research has bridged relational models theories and customer engagement value theories.

To expand the literature and enhance understanding of the mentoring process, this research proposes the social exchange theory (SET) as a framework for the exchanges that take place between individuals in a mentoring relationship.

A detailed literature review for mentoring and Fiske's social exchange theory propositions, as well as work by Hofstede on power distance, gender, and diversity studies, provide a new approach to mentoring research.

The four relational structures (communal sharing, authority ranking, equality matching and market pricing) developed by Fiske and the effects of diversity are integrated with the existing mentoring literature to create a new model explaining the effects exchange type and diversity have on the perceived amount of support given and received during the maturation process of the mentoring relationship.

This paper extends an under‐researched area of mentoring with discussion and suggests areas for future research. Specifically, the study focuses on operationalising and testing the proposed, expanded mentoring model in both qualitative and quantitative research for confirmation and further theory building.

By integrating mentoring and Fiske's social exchange theories to provide an alternative explanation for the mentoring process, this paper proposes a number of new possible relationships that will require quantitative, confirmatory research but should add significantly to this area of study. Propositions for further testing are provided as well as suggestions for operationalising and testing the model.

This paper aims to advance interfirm relationship (IR) research by applying a theoretically based typology in IR settings and empirically investigating the association of information technology (IT) and relational reciprocity with IR types.

This study draws on Fiske's relational models theory to conceptualize an IR typology. In a business service context, a questionnaire was administered and IR types modeled via a multivariate logistic regression with IT pervasiveness, IT customization, reciprocity and embeddedness as predicting variables.

The IR typology comprises communal sharing, authority ranking, equality matching, and market pricing types. The authors find that reciprocity is more likely to associate with an equality‐matching relationship and a communal sharing relationship than with a market‐pricing relationship. Pervasive use of IT fosters an equality‐matching IR, but IT‐enabled customization distances an IR from an equality‐matching relationship.

A theoretical implication flows from the innovative application of Fiske's relational models theory to a context of business interactions and investigation of IT in association with IR types. The affirming findings empirically validate the IR typology and offer a new perspective in studying IR structures. This research also exemplifies the theoretical value and great potentials for further exploration of the theory in IR research.

The IR typology equips marketing managers with a useful tool in comprehending the intricate IRs and developing appropriate strategies for effective IR management. In designing IT use in IR interactions, both the scope and specific function of IT should be considered in order to ensure that all aspects affect consistently. Managers may encourage reciprocal exchange in shifting an IR away from a calculating relationship but consider intensive IT to foster an IR emphasizing balance and correspondence.

The novelty of this paper lies in the innovative application of Fiske's relational forms in IR settings and the empirical examination of the IT‐IR structure association. The IR typology advances IR research by offering a theoretically compelling and practically advantageous framework in studying IR structure, and the examination of IT‐IR associations brings to light the significance of IT in IR structures, which has been largely under‐explored.

The purpose of this paper is to identify key developmental relationships for career‐spanning success and to examine relational models and support expectations associated with these relationships. The paper creates propositions associating developer‐protégé schema congruence and incongruence to relevant outcome variables.

Study 1 employed qualitative coding of developers identified in 77 hall of famer induction speeches and Study 2 used a cross‐industry survey of 425 respondents to assess the relational model and support expectations associated with the seven most highly‐cited developer roles from Study 1.

Study 1 identified these highly‐cited developer roles as a CEO, manager, work teammate, friend, spouse, parent, and unmet hero/idol. Study 2 described the expected relational models associated with these roles and found significant differences in the relational model and support expectations associated across roles.

While study 1 focused on a primarily male sample using retrospective data, it generalized and extended previous research on key developer roles for extraordinary career achievement. Based on the key findings from study 1, study 2 surveyed respondents regarding developer role expectations rather than expectations of particular developer‐protégé relationships.

These findings identify how and with whom protégés should consider initiating and fostering key developmental relationships to enhance their networks while broadening and deepening organizations' understanding of the importance of their members having a variety of organizational and non‐organizational developers.

These findings challenge the notion that developer‐protégé relationships fit a “one size fits all” reciprocal exchange motif as it is the first study to explore expectations associated with key developer relationships using relational models theory.

The purpose of this paper is to investigate the employees’ identities shift in Ukraine based on the relational model theory. The paper concentrates on the role which culture and history play in the use of relational models in firms on different organizational levels.

The proposed hypotheses were tested by multivariate analysis of variance and covariance tests with the data from 99 surveys of Ukrainian firms describing 219 intraorganizational relationships.

The results showed that culture and history play a significant role for the preference of a certain relational model. Position in the organization and gender influence the choice of the relational model.

The sample of only Ukrainian employees restricts generalizability of the results. This study applies relational models theory in business domain and provides an alternative explanation of employees’ identities shift due to cultural differences and ideological past. Relational models are investigated on different organizational levels shedding light on models of relationships employees prefer in different settings.

Managers working in international settings should pay more attention to patterns of relationships in the target country since they are not freely chosen but partially predestined by the cultural background and the historical and ideological past. Relationships in firms are path dependent, whereby employees inherit models from their peers to apply them to their subordinates. Ukrainian female and male employees have different preferences concerning relational models.

This study is unique in that it applies an anthropological theory to relationships on different organizational levels and tests it in a business domain of a country in an ideological transition.

The dominant paradigm in international branding research treats perceived brand globalness (PBG) and localness (PBL) as attributes algebraically participating in brand assessment and disregards the perception of brands as humanlike entities actively embedded in consumers’ social environments. Challenging this view and drawing from stereotype theory, the purpose of this paper is to suggest that PBG/PBL trigger the categorization of products under the superordinate mental categories of global/local brands which carry distinct stereotypical content. Such content transfers to every individual product for which category membership is established and shapes brand responses.

One experimental study (Study1, n=134) tests the process of global/local brand stereotype formation, identification and content transfer. Subsequently, two consumer surveys test the impact of brand stereotypes on brand approach/avoidance tendencies (Study2, n=328) and consumer–brand relationships (Study3, n=273). Data were analyzed with experimental techniques and structural equation modeling.

The findings suggest that upon categorization under the global or local brand class, individual brands are charged with the stereotypical content of the class. Global brands are predominantly stereotyped as competent while local brands are predominantly stereotyped as warm. Localness-induced warmth has uniformly positive effects, whereas globalness-induced competence acts as a double-edged sword which can both help and harm the brand.

This research contributes by proposing a novel conceptualization of global and local brands as groups of intentional marketplace agents stereotyped along their intentions and abilities, empirically establishing the process through which individual brands are assigned stereotypical judgments and demonstrating how these judgments impact critical brand outcomes and consumer–brand relationships.