What Affects Expectations of Mutuality in Business Relationships?

Alexandra J. Campbell

47 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Customer Service Quality and Loyalty Quality and Supply Management Business Strategy and Innovation

Abstract

Expectations of mutuality playa key role in understanding firm behavior in longer-term business relationships. This article proposes a framework and develops hypotheses about the factors which strengthen or weaken mutuality norms. Determining such factors will help managers understand why expectations of mutuality vary in business relationships so they can structure their business relationships to drive behavior appropriate to their situation.

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References

1983The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields 1985Economic Action and Social Structure: The Problem of Embeddedness 2004The iron cage revisited institutional isomorphism and collective rationality in organizational fields 1994The Commitment-Trust Theory of Relationship Marketing 1983An Evolutionary Theory of Economic Change.1981The Evolution of Cooperation 1987The Economic Institutions of Capitalism 1990The Effect of a Market Orientation on Business Profitability

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