Caught in the middle: Buying from markets and selling to networks

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

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