What is it about?
We look at the interface between two types of interactions: market transactions and business networks. In particular, we study how relationships between buyers and sellers are affected when on the supply side the most important resource is available through a trading system created from a market perspective, whereas on the customer side the interaction resembles a network where relationships are long-term and complex.
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Why is it important?
Taking a network perspective on business interaction, we find that it is difficult to develop high-involvement relationships when interaction in connected relationships is restricted
Perspectives
How should a company manage its business relationships? As market transactions in a "free market", or as business interactions where companies become mutually interdependent? This is the core of our paper.
Dr Morten H. Abrahamsen
Norwegian Business School
Read the Original
This page is a summary of: Caught in the middle: Buying from markets and selling to networks, Industrial Marketing Management, August 2015, Elsevier,
DOI: 10.1016/j.indmarman.2015.05.032.
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