search query: @indexterm OPERATIONAL RESEARCH / total: 1454
reference: 82 / 1454
| Author: | Palmer, A. |
| Title: | Co-operation and competition: a Darwinian synthesis of relationship marketing |
| Journal: | European Journal of Marketing
2000 : VOL. 34:5/6, p. 687-704 |
| Index terms: | CO-OPERATION OPERATIONAL RESEARCH MARKETING |
| Language: | eng |
| Abstract: | Co-operation is a defining characteristic of ongoing buyer-seller relationships, yet selfishness lies at the heart of Darwinian models of evolution. Discussion of relationship marketing has paid insufficient attention to the analysis of reasons why individuals incur short-term costs in order to gain an uncertain benefit from co-operation in the future. This paper contributes to the development of theories of relationship marketing by exploring Darwinian game-theoretic models as a basis for buyer-seller relationships. |
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