Using Teams to Manage Collaborative Relationships in Business Markets
Titel:
Using Teams to Manage Collaborative Relationships in Business Markets
Auteur:
Narus, James A. Anderson, James C.
Verschenen in:
Journal of business-to-business marketing
Paginering:
Jaargang 2 (1995) nr. 3 pagina's 17-46
Jaar:
1995-10-24
Inhoud:
Within the context of collaborative relationships between supplier firms and customer firms, this paper examines the increasingly important, yet relatively neglected, area of marketing in the group-on-group mode of interfirm interaction in business markets. Central to this work is the delineation of important relational framing, structure, and process characteristics of group-on-group, interfirm interactions. In particular, five relational processes, called recurrent relationship management tasks are examined. Based upon the works of Dwyer, Schurr, and Oh (1987), Frazier, Spekman, and O'Neal (1988), and Anderson and Narus (1991) on relationship development, Kahneman and Tversky's (1979) seminal research on prospect theory, the efforts of Ruekert, Walker, and Roering (1985) on organizational structure, and recent studies in managerial decision- making, a series of propositions and a framework that link team structure and framing to relationship management task performance are presented. Along the way, those aspects of partnering and group-on-group relations that have implications for the design and implementation of marketing efforts are described. Finally, some suggestions for group-on-group research, which is inherently difficult to conduct, are offered.
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