Faculty & Research
Managing Marketing Relationships: Making Sure Everyone Plays On The Team
| View subscription information. |
Vol 41 No 4
By: Chekitan S. Dev, Judi Brownell Ph.D. and Dong-Jin Lee
Executive Summary: Research in marketing channels has been increasingly devoted to examining the nature of relationships among member firms. Transaction-cost analysis and relational-exchange theory are the dominant theoretical perspectives underlying such investigations. The goal of both perspectives is to minimize the costs of exchange. One means to that end is the development of governance mechanisms that prevent, or at least minimize, the impact of opportunism on partners in a business relationship.Research in marketing channels has been increasingly devoted to examining the nature of relationships among member firms. Transaction-cost analysis and relational-exchange theory are the dominant theoretical perspectives underlying such investigations. The goal of both perspectives is to minimize the costs of exchange. One means to that end is the development of governance mechanisms that prevent, or at least minimize, the impact of opportunism on partners in a business relationship.
Your Comments Please
If this Cornell Hotel and Restaurant Administration Quarterly Article made a positive impact on your management approach or business operations, we welcome your commentary. We would like to post your comments on our website. Submit your comments to mlp1@sha.cornell.edu.
To view the whole article, please click on the link below.
- Managing Marketing Relationships: Making Sure Everyone Plays On The Team By: Chekitan S. Dev, Judi Brownell Ph.D. and Dong-Jin Lee
| If you have trouble downloading a report, and are able to install software on your computer, try upgrading to the latest version of Adobe Acrobat Reader to see if that allows you to read it. |