A Strategic Approach to Managing Buyer‐Seller Relationships
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Abstract
Business marketers need strategic frameworks to assess the value of a portfolio of buyer‐seller relationships and to decide how they should be managed. By drawing on insights from the political economy, resource dependence, relational contracting and transaction cost perspectives, previous work on portfolios of trading relationships is extended and updated and avenues for future research are suggested.
Keywords
Citation
Krapfel, R.E., Salmond, D. and Spekman, R. (1991), "A Strategic Approach to Managing Buyer‐Seller Relationships", European Journal of Marketing, Vol. 25 No. 9, pp. 22-37. https://doi.org/10.1108/EUM0000000000622
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited