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.
European Journal of Marketing – Emerald Publishing
Published: Sep 1, 1991
Keywords: Business‐to‐business marketing; Marketing strategy