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The Necessity of an Analysis of Flexibility in Buyer-Seller Relationships

  • Ellen Roemer
Chapter
Part of the Business-to-Business-Marketing book series (BTBM)

Abstract

During the past two decades, the analysis of buyer-seller relationships has become one of the key issues in marketing research.1 An examination of the relationship marketing literature indicates that a number of research strands have contributed to the study of buyer-seller relationships. Economic theories as well as behavioral approaches serve as a foundation of the analysis of buyer-seller relationships such as Transaction Cost Economics (TCE) (e.g. Williamson 1975; Williamson 1985), agency theory (e.g. Jensen and Meckling 1976; Fama 1980), relational contracting (e.g. Macneil 1978; Macneil 1980; Macneil 1981), the resource-dependence perspective (e.g. Pfeffer and Salancik 1978), the resource-based view (e.g. Prahalad and Hamel 1990; Morgan and Hunt 1999), as well as social-exchange theory (e.g. Thibaut and Kelley 1959; Emerson 1962; Blau 1964; Homans 1974).2 Moreover, special research groups have developed their own theoretical perspectives of buyer-seller relationships such as the Industrial Marketing and Purchasing (IMP) Group which focuses on buyer-seller interaction and networks (e.g. Ford 1980; Håkansson 1982; Turnbull and Paliwoda 1986). Similarly, the Nordic school emphasizes buyer-seller interaction and services (e.g. Grönroos 1980; Grönroos 1983; Gummesson 1987).3

Keywords

Technological Change Real Option Vertical Integration Austrian Economic Dynamic Market 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Deutscher Universitäts-Verlag/GWV Fachverlage GmbH, Wiesbaden 2004

Authors and Affiliations

  • Ellen Roemer

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