What’s in a handshake? Exploring business-to-business relational exchange
Newman, Anouche, Lings, Ian, & Lee, Nick (2005) What’s in a handshake? Exploring business-to-business relational exchange. The Marketing Review, 5(2), pp. 129-144.
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Despite its importance in the development of competitive advantage, attempts to unify diverse classifications of business-to-business relational exchange have been largely unsuccessful. We used 18 semi-structured, in-depth interviews with managers from a wide range of industries to explain the business-to-business relational exchange construct. Analysis of the data revealed that business-to-business relational exchange comprises five key dimensions. These are communication, compatibility, commitment, trust and power symmetry. The research highlights the importance of personal interaction in business relationships and provided additional insights into the importance of affective commitment. In addition we reveal a number of negative consequences of affective commitment, which have been previously unexplored. A new conceptual model of business-to-business relational exchange is presented, which synthesises these findings and directs future research.
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|Item Type:||Journal Article|
|Keywords:||Business-to-business marketing, Relationship marketing, Relational Exchange, Interviews|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2005 Westburn Publishers Ltd|
|Deposited On:||05 Oct 2009 11:05|
|Last Modified:||01 Mar 2012 00:08|
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