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Details van artikel 23 van 59 gevonden artikelen
| Titel: |
Extendedness as a Relationship Governance Mechanism for Securing Cooperation in Marketing Relationships |
| Auteur: |
Biong, Harald Silkoset, Ragnhild |
| Verschenen in: |
Journal of business-to-business marketing |
| Paginering: | Jaargang 13 (2006) nr. 2 pagina's 29-66 |
| Jaar: |
2006-06-05 |
| Inhoud: |
Traditionally, buyers encourage fierce price competition among suppliers. Such price competition has been the dominating strategy for purchase of commodities in business markets. Undoubtedly, this practice has been effective in many cases. Unfortunately, transactional purchasing practices could have negative effects because they demotivate suppliers to engage in value creating activities and incur substantial transaction costs. In contrast to competition, buyer-seller cooperation can also bring prices and total costs down. One problem of cooperation is that the parties can realize individual gains by defection while the other continues to cooperate. This article examines how industrial buyers of a commodity can overcome this problem and realize cost savings and low prices by motivating the supplier to cooperate by offering an extended time frame for purchases. The authors test the research hypotheses in a sample of 347 industrial buyers of electricity. The empirical tests provide general support for their predictions. The implications of the findings for marketing theory and practice are discussed. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 23 van 59 gevonden artikelen
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