Analyzing business relationships and distinguishing different interaction levels [An article from: Industrial Marketing Management]

This digital document is a journal article from Industrial Marketing Management, published by Elsevier in 2004. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
Over the years, there have been a large number of attempts to understand relationships in industrial markets. However, even if relationships are built up on the basis of series of interactions, these studies have not offered systematic categorization of different types of relationship interactions. The present article proposes a refined conceptualization for identifying different types of relationship interaction units, labeled interaction levels, ranging from a single exchange to a relationship portfolio. Compared to the current use of two interaction levels in relationship studies, the proposed conceptualization allows a more elaborate analysis of single relationships and better comparisons of different relationships.