search query: @indexterm Business-to-business / total: 118
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| Author: | Blois, K. |
| Title: | Equity within business to business relationships |
| Journal: | Journal of Marketing Management
2009 : VOL. 25:5-6, p. 451-459 |
| Index terms: | business-to-business power |
| Freeterms: | equity |
| Language: | eng |
| Abstract: | Within business to business relationships it is not uncommon for some of the parties to be perceived as exercising power over others. A question that therefore needs to be addressed is why some parties appear to be willing to accept subservient roles. This paper will consider the possibility that an apparently subservient role may be acceptable to a party for two reasons. First, the party may not perceive their situation as being inequitable. Second, the party may believe that, at least in the short-term, there is no realistic alternative other than to accept a subservient role. |
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