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From previous research projects in the context of technological innovation and social development the author argues that knowledge development, as well as knowledge sharing and integration, are essentially relational activities. Actors define and deal with content issues while mutually defining each other and the emergent social membership at the same time. These relational aspects are handled mostly implicitly: people talk “content” and “enact and experience” the relational mode. In process consultation approaches in training and development contexts, consultants work explicitly on the relational reflexivity. Examples are given of a third mode, a dialogical mode of creating relational practices while attending both aspects: the content and the relational in an integrated skilful mode.

This chapter examines three kinds of relational bonds (trust-based commitments, forbearance-based commitments, and apprehension-based commitments) on which parties rely in the processes employed in negotiating, committing, and executing their cooperative inter-organizational relationships (CIORs). It also considers three different societal contexts with strong, moderately strong, and weak exogenous governance safeguards in which these relational bonds are employed. The authors propose a process theory of relational bonds that fit different contexts. Specifically, our central proposition is that parties to CIORs are more likely to achieve their goals when they rely on relational bonds that fit their societal contexts in which they engage in economic exchanges.

To date, research on women’s entrepreneurship has largely been focused on how gender roles may constrain the venture process, or cause role conflicts for women pursuing an entrepreneurial career. While acknowledging the validity of such perspectives, the purpose of this paper is to apply a broader perspective of career-life development, answering the call for a more nuanced and embedded understanding of an entrepreneurial career.

This paper presents a constructionist, relational analysis of the experiences of 13 Canadian women who started their business following the life transition to motherhood. Interview data were coded using grounded theory methods.

The conceptual model captures the influence of the mothering role in shaping the transition into entrepreneurship, illuminating the reciprocal relational processes of context, choice and outcomes in the career-life development of mother entrepreneurs.

While this is a small sample, and findings are not generalizable, application of relational theory of career-life offers implications for supporting women’s transition to, and continued success in, entrepreneurship.

Career theory offers practical application to the management of mother entrepreneurs’ career-life development.

To date, there has been limited application of career theory to entrepreneurship, particularly to understanding the gendered, relational career-life experiences of mother entrepreneurs.

The purpose of this study was to determine the relative impact of positive and negative face threats in conflict scenarios on the relational quality between disputants. This study also sought to determine whether the contextual variables of relational distance and power differential mediated this relationship as predicted by politeness theory.

To test the hypotheses, a 2 × 2 × 2 design was implemented manipulating the variables face (positive and negative), relational distance (business and personal) and power differential (high and low power differential). Participants read one of the eight scenarios, then responded to the dependent variables which focused on the impact of the face threats on relational quality between the participants. Subjects were recruited using the M-Turk, Amazon platform. Manipulation checks were carefully constructed to ensure subjects understood them.

The results of this study indicated that positive face threats have significantly more impact on relational quality between disputants than negative face threats. Moreover, context did not mediate these results. Neither relational distance nor power differential impacted the extent to which positive face threats compromised the relationship between the disputants.

This is the first study to explore the impact of face threats on relational outcomes in conflict. Prior studies focused only on the extent to which contextual variables would impact the choice of face threats that disputants might make in response to power and relational distance differences. This result suggests that face threats play a significant role in determining relational outcomes in conflict settings.

This study suggests that practitioners, such as mediators or group facilitators, should take steps to limit the kinds of positive face threats that disputants exchange during conflict. If positive face threats are allowed to escalate, then they can severely compromise the willingness of disputants to trust and continue to work toward an integrative solution.

Political divisions often appear to widen in the context of positive face threats as individuals seek to belittle the identities of their opponents. As these face threats escalate, they can result in polarizing language that disempowers these individuals from wanting to work together in a trusting relationship to accomplish important social goals.

This is the first study to explore the relative impact of positive and negative face threats on the relational quality of disputants in conflict. It is also the first to explore the extent to which context mediates the impact of face threats.

This paper explores the phenomenon of trust in the context of managerial relationships, particularly examining the extent to which trust, or lack of it, drives those relationships. The results of an exploratory study that highlights the significance of trust in this context are reported. The initial part of the paper sets out a relational continuum, extending between different relational types, drawing on theory already established in social psychology. The later sections report the results of the study that supports and extends the practical application of the proposed relationship continuum. Implications regarding the extent to which trust drives the framing and dynamics of different types of relationships, and broader factors that appear to characterise the relational domain of senior management, are discussed.

The purpose of this paper is to empirically examine the role of relationality in buyer–supplier negotiations and how it varies across cultural settings.

Using a multisession simulation design, this study recruited research participants (n = 82) from diverse cultural backgrounds to play the role of either buyer or supplier for two negotiation tasks. Regression analyses were used to test the relationships among relational constructs as well as the moderating role of relational culture.

Results show that negotiators’ relational self-construal enhances their relational commitment to the ongoing negotiations, which leads to a higher level of relational capital accumulated at the end of negotiations. The impact of relational self-construal on relational commitment and that of relational commitment on counterparts’ relational capital are stronger for negotiators from a high (as opposed to low) relational cultural background. Furthermore, intercultural negotiation context, when compared with intracultural context, weakens the impact of relational commitment on relational capital.

This research is among the first to empirically examine the culturally varied relationality in negotiations. The findings offer important theoretical and practical implications regarding how relationality, when interacting with cultural factors, has varying impacts on business negotiations.

This paper aims to adopt a relational dialectics analysis approach to provide qualitative depth and insight into the ways intercultural families manage intercultural tensions around consumption. The authors pay particular attention to how a relational dialectics analysis reveals a relational change in the family providing evidence to demonstrate how a family’s unique relational culture evolves and transitions.

Qualitative insights from a relational-dialectic analysis on 15 intercultural families are used to illustrate the interplay of stability with instability in the management of intercultural dialectic tensions within these families.

Intercultural dialectical interplay around food consumption tensions are implicit tensions in the household’s relational culture. Examples of dialectical movement indicating relational change are illustrated; this change has developmental consequences for the couples’ relational cultures.

This study provides qualitative insights on relational dialectics in one intercultural family context and reveals and analyses the dialectical dimensions around consumption in the context of intercultural family relationships. The research approach could be considered in other intercultural and relational contexts.

Family narratives can be analysed within the context of two meta-dialectics that directly address how personal relationships evolve; indigenous dialectic tensions within a family can also be identified.

This paper demonstrates the qualitative value of a relational dialectics analysis in revealing how food consumption changes within families are the result of reciprocal or interdependent learning, which has consequences for relational change.

Customer interactions with sellers change as social interactions in society change. The old dichotomy between transaction and relation exchange may no longer be valid as customers form relationships with sellers in new ways. It is against this background that the authors study how customers’ subjective perception of relational exchange appears in objectively defined transactional and relational exchange forms. The authors study one bank’s customers, and, based on objective bank records, the authors identify segments that behave as transactional and relational customers. The authors also identify a group of customers who are in between transactional and relational, and the authors call these interimistic relational, since they interact repeatedly with the bank in a short period of time. The paper aims to discuss these issues.

The authors study how subjective attributes of relational exchange differ in objectively defined transactional, interimistic, and relational customer groups. The authors use a large data set, consisting of a combination of survey and objective bank records for 90,528 bank customers.

Findings are that the old dichotomy between transaction and relation is no longer valid, since customers’ exchange behavior and perception of exchange do not match up when it comes to the transaction-relation dichotomy. The authors find empirical evidence for that the subjective relational attributes can be observed in objectively defined relational, interimistic, and transactional customer groups. Overall, subjective relational attributes are strongest in the objective relational group; they are weaker in the interimistic group. Relational attributes are weakest, but still present, in the transactional group.

The findings presented here suggest strong support for relationship marketing practice, since even customers who behave transactionally perceive that they have an element of relationship with the seller. The authors find that customers may behave in a relational, interimistic, and transactional way, but that they perceive themselves as more or less relational. The practical implication is that customer analysis should focus on exchange forms, and that it is essential to analyze how exchange changes, and how multiple exchange forms may be combined in customer behavior and perception.

The social implications of this paper are that marketers should consider the exchange between customer and financial service supplier as more or less of a relationship, and more or less of a service. Financial service firm strategies and regulation of financial services should acknowledge that no financial service transaction is independent of the relationship between the financial service provider and the customer. It may seem so objectively, but subjectively, it is not.

The authors present a unique comparison of objective and subjective customer exchange. There are two contributions that come from this research. The first is that customers perceive themselves as partially relational, even though they behave transactionally. The other contribution is that the authors identified interimistic relational exchange (IRE) as an exchange form in between relational and transactional. IRE can potentially be very important for market research and practice, as it captures modern market behavior. In today’s world, consumers form their perceptions in a multitude of ways, and may therefore have relational attitudes and transactional behaviors. More research is needed into how consumer perceptions and behaviors relate to each other, and how it impacts consumer purchase of financial services.

The purpose of this paper is to examine the technical and relational value proposition preferences of credit union members and to examine the relationship between their preference and patronage activity.

A total of 800 members of credit unions were surveyed. Exploratory factor analysis was used and four factors were extracted incorporating technical and relational dimensions of the credit union service. Member value proposition preferences are examined and the relationship to patronage activity of the credit union was explored.

The majority of members express a higher or equal preference for a relational rather than a technical value proposition. Those that express a greater or equal preference for relational value are more likely to have a higher level of patronage activity.

Credit unions are member-owned financial institutions and hence the study is context dependent. Credit unions are member-owned financial institutions and hence relational value may be more significant than in the case of non-member owned entities.

The research highlights the importance of consideration of relational value in financial services entities whose competitive advantage lies in the relational. In terms of the credit union, the impact on the relational value proposition of the credit union must be considered in the design and implementation of industry restructuring.

This paper extends the emotional value and interactive quality construct to incorporate a greater relational focus which the paper suggests is of greater relevance to high-contact financial services. The research in this paper also extends beyond the criticised static focus of consumer perceived scales (consumer perceived value) and the episode focused service quality scales. Hence, it has a more longitudinal and holistic focus. The paper also incorporates a preference between benefits approach rather than an evaluative or trade-off between benefits and costs framework.

The purpose of this paper is to explore the linkages between the determinants of relationship marketing and the behavioural component of these determinants within a non-Western retail stores setting.

A quantitative approach was employed, using 19-item, seven-point Likert scaled questionnaire administered to 350 participants with 67 per cent usable response rate. Data was analysed using exploratory factor analysis, Cronbach’s α internal consistency; correlation analysis and One-Way Analysis of Variance test.

Trust-Quality services emerged as the most outstanding determinant of relationship marketing within the retail stores context followed by relational orientation, commitment and proximity. Quality services were found to have the most significant positive impact on trust whereas trust was found to have a strong positive impact on commitment. Relational orientation was found to have a strong positive impact on trust, commitment and quality services but proximity was found to be a docile factor determining commitment and relational orientation. Finally, consumers were identified as being more relationally oriented than retailers and all categories of consumers can be served with same blend of relationship marketing strategies.

Since findings could not be generalized across other sectors and regions, guides for testing the proposed research model are put forward.

Relationship marketing implementation within the context of retail stores will be more successful if based on delivery of quality services. Consumers are also more likely to patronize closer than distant retail stores. As such, even if retail firms build strong trust, commitment and relational orientation with customers through quality services, consumers will still patronize stores that are closer to them more than stores in distant locations. Siting retail stores in locations with the largest pool of customers’ is therefore central to enhancing retail stores performance. All categories of customers could be served with same stream of relationship marketing strategies because designing different schemes of relationship marketing programmes for different customer categories were found to be counter-productive.

This paper identified 16 attributes that are important to consumers under four dimensions: Trust-Quality services, relational orientation, commitment and proximity within the retail stores context. The findings are acknowledged to be unique because they emerged from a largely under-researched collectivistic emerging market where relationship marketing formation is key.