| Author: | Rogers, B. Ryals, L. |
| Title: | Using the repertory grid to access the underlying realities in key account relationships |
| Journal: | International Journal of Market Research
2007 : VOL. 49:5, p. 595-612 |
| Index terms: | business-to-business repertory grids research suppliers |
| Language: | eng |
| Abstract: | The paper examines a variety of examples of repertory grid research to assess how and why the technique is used. The focus is on the strengths and weaknesses of using the repertory grid to explore the nature of close business-to-business relationships. It is suggested that further research is needed to identify what really drives supplier-buyer interdependence. The research indicates the value of the repertory grid in exploring topics that are not well defined and to identify the way that business decision-makers are making sense of their work environment. |
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