This book explores customer-supplier relationships in B2B markets
focusing on interaction between parties. Drawing on three fields of
research - studies of relationships in marketing, social
interactionism in sociology, and sense-making in social psychology
- the author explores the concepts and roles of actors in business
relationships and how the behaviour of actors within an interaction
affects the development of those relationships. Based on a review
of prior research and an original empirical study, the author
argues that the presence of continuous close relationships between
the customer and supplier organisations bestows features of a
business network on B2B markets, with distinct interdependencies
and ubiquitous interactions. Exploring buyer-seller interactions,
the author contends that actors' mutually perceived identities -
continuously emergent and relationship-specific - are the main
factor in the development of business relationships and discusses
the implications for management practice and research.
General
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