| Popis: |
Research investigating business-to-business (B2B) exchange supports the position that cultivating strong interfirm relationships (i.e., buyer-seller relationships) is vital to the long-term success of both parties involved in an exchange (Morgan and Hunt 1994; Palmatier 2008). Healthy exchange relationships are characterized as being built on the foundation of high levels of interfirm trust and commitment (Garbarino and Johnson 1999; Gregoire et al. 2009; Priluck 2003), and evidence demonstrates their positive impact on critical downstream measures such as sales growth, financial performance, and cooperation for both parties (Morgan and Hunt 1994; Palmatier et al. 2006; Palmatier et al. 2007). Further, strong exchange relationships can create a competitive advantage for companies relative to rival firms engaged in weaker relationships (Dyer and Hatch 2006; Dyer and Singh 1998). In short, it is an accepted premise that strong relationships yield a number of positive outcomes for both parties involved in the exchange. |
