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A Strategic Approach to Managing Buyer‐Seller Relationships

A Strategic Approach to Managing Buyer‐Seller Relationships Business marketers need strategic frameworks to assess the value of a portfolio of buyer‐seller relationships and to decide how they should be managed. By drawing on insights from the political economy, resource dependence, relational contracting and transaction cost perspectives, previous work on portfolios of trading relationships is extended and updated and avenues for future research are suggested. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

A Strategic Approach to Managing Buyer‐Seller Relationships

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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000622
Publisher site
See Article on Publisher Site

Abstract

Business marketers need strategic frameworks to assess the value of a portfolio of buyer‐seller relationships and to decide how they should be managed. By drawing on insights from the political economy, resource dependence, relational contracting and transaction cost perspectives, previous work on portfolios of trading relationships is extended and updated and avenues for future research are suggested.

Journal

European Journal of MarketingEmerald Publishing

Published: Sep 1, 1991

Keywords: Business‐to‐business marketing; Marketing strategy

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