The diffusion of a relational view of markets has been accompanied by the introduction of the concept of relationship orientation, defined as the propensity to engage in a relational behaviour. But companies often struggle to obtain the benefits of close collaboration in business-to-business relationships, with important effects the way resources are combined in buyer–seller interactions. This paper will discuss three main elements that can limit the ability of a company to establish and maintain effective business relationships and therefore impede resource mobilization: opportunism, uncertainty and negative misalignment. The paper will highlight that for a relational orientation to influence resource mobilization positively, there is the need not only to build long-term relationships characterized by trust, commitment and information exchange, as often stressed in the literature, but also to manage relational opportunism, ambiguity and uncertainty.

Corsaro, D., Negative aspects of business relationships for resource mobilization, <<AUSTRALASIAN MARKETING JOURNAL>>, 2015; (23): 148-154 [http://hdl.handle.net/10807/69925]

Negative aspects of business relationships for resource mobilization

Corsaro, Daniela
2015

Abstract

The diffusion of a relational view of markets has been accompanied by the introduction of the concept of relationship orientation, defined as the propensity to engage in a relational behaviour. But companies often struggle to obtain the benefits of close collaboration in business-to-business relationships, with important effects the way resources are combined in buyer–seller interactions. This paper will discuss three main elements that can limit the ability of a company to establish and maintain effective business relationships and therefore impede resource mobilization: opportunism, uncertainty and negative misalignment. The paper will highlight that for a relational orientation to influence resource mobilization positively, there is the need not only to build long-term relationships characterized by trust, commitment and information exchange, as often stressed in the literature, but also to manage relational opportunism, ambiguity and uncertainty.
Inglese
Corsaro, D., Negative aspects of business relationships for resource mobilization, <<AUSTRALASIAN MARKETING JOURNAL>>, 2015; (23): 148-154 [http://hdl.handle.net/10807/69925]
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10807/69925
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