The Role of Perceived Product Importance in Organizational Busyer-Seller Relationships

• DOI: 10.1300/j033v01n03_04
• Publication Date: 2005-04-13T17:42:51Z
• Authors: Lynn E Metcalf; Carl R Frear
• Keywords: Affect; Social exchange theory; Information exchange

The focus of industrial marketing is shifting toward buyer-seller partnership and greater emphasis being placed on nurturing these relationships. Partnerships imply intensive ties complex interaction processes between buyers sellers. This paper focuses the affect that perceived product importance has complexity processes. findings indicate leads to high levels cooperation, information exchange social exchange, in addition extensive interoranganizational networks involving many functional areas hierarchical levels. On other hand, industry studied, it did not lead a mutual commitment resources. seller made substantial investments relationships with their customers, whereas, general, were as having done so