As the use of countertrade increases and countertrade researchproliferates, it is necessary to integrate the knowledge to documentwhat has been done and identify gaps for future research. ProposesBagozzis exchange framework as a model for integrating research andidentifying situational contingencies, characteristics of social actorsand third parties, and social influence between actors as thedeterminants of exchange. Managerial implications are also identified.
International Marketing Review – Emerald Publishing
Published: Apr 1, 1992