search query: @author Young, J. / total: 11
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| Author: | Young, J. Gilbert, F. McIntyre, F. |
| Title: | An investigation of relationalism across a range of marketing relationships and alliances |
| Journal: | Journal of Business Research
1996 : FEB, VOL. 35:2, p. 139-152 |
| Index terms: | ALLIANCES MARKETING RESEARCH |
| Language: | eng |
| Abstract: | The authors describe four important aspects of the "new" relational environment: (1) the organizational forms of marketing relationships, (2) the governance mechanisms which exist between exchange partners, (3) the perceived effectiveness of the organizational forms, and (4) expectations that the exchange relationship will continue in the future. Two contexts, National Association of Purchasing Management members and Fortune 500 executives, provide a cross-sectional investigation of vertical and horizontal exchange relationships. |
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