Resource title

Causes of Intercompany Harmony in Business Markets - An Empirical Investigation from a Dyad Perspective

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In line with the concept of long-term relationships, as opposed to discrete exchanges, gainingacceptance amongst marketing researchers (e.g. Wilson, 1995; Ganesan, 1994; and Dwyer et al.,1987), the prevalent literature has increasingly emphasised the importance of cooperation betweencompanies.As described in Selnes (1998), the objective of long-term relationships is to establish, maintain andenhance relations with trading partners at a profit. It is a dynamic process, whose success dependson the ability of companies to provide one another with episodes of value on a continuous basis.Definable as, “...similar or complementary coordinated action taken by firms in interdependentrelationships to achieve mutual outcomes or singular outcomes with reciprocation over time”(Anderson and Narus, 1990, p. 45), cooperation between companies is viewed as an importantfoundation to the success of long-term relationships (Eriksson and Sharma, 2003). A joint effortbased on coordination of activities thus permits companies to attain outcomes of mutual valueotherwise not possible, e.g. exchange efficiency (Cannon and Perreault, 1999), decreasedenvironmental uncertainty (Buvik and Grønhaug, 2000), and management of dependencies (Sternand El-Ansary, 1992)....

Resource author

Oliver Jacob Weber

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eng

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application/pdf

Resource resource URL

http://hdl.handle.net/10398/8059

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