search query: @indexterm Interorganizational relations / total: 269
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| Author: | Heide, J. |
| Title: | Interorganizational governance in marketing channels |
| Journal: | Journal of Marketing
1994 : JAN, VOL. 58:1, p. 71-85 |
| Index terms: | PUBLICITY INTERORGANIZATIONAL RELATIONS MARKETING |
| Language: | eng |
| Abstract: | Relationship management rapidly is becoming a central research paradigm in the marketing channels literature. The author reviews theoretical perspectives and develops a formal typology of approaches to relationship management. Specifically, he develops a typology of three different forms of governance, which vary systematically in terms of how specific interfirm processes are carried out. He also discusses the antecendents of different relationship forms and shows the results of a preliminary empirical test. |
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