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Co‐operation and competition: a Darwinian synthesis of relationship marketing

Co‐operation and competition: a Darwinian synthesis of relationship marketing 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. Indiscriminate altruism by partners may at first seem to be co‐operative behaviour, but simulations have suggested that the long‐term effect may be to reduce co‐operation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Co‐operation and competition: a Darwinian synthesis of relationship marketing

Adrian Palmer
European Journal of Marketing , Volume 34 (5/6): 18 – Jun 1, 2000
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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560010371564
Publisher site
See Article on Publisher Site

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. Indiscriminate altruism by partners may at first seem to be co‐operative behaviour, but simulations have suggested that the long‐term effect may be to reduce co‐operation.

Journal

European Journal of Marketing – Emerald Publishing

Published: Jun 1, 2000

Keywords: Relationship marketing; Co‐operation; Operational research; Channel relationships

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