Friendship Versus Business in Marketing Relationships  

Oleh:

Grayson, Kent

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 4 (Oct. 2007), page 121-139.
Topik: marketing relationship; social roles; friendship

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.12 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Although combining friendship and business in the same relationship can be beneficial, it can also create conflict. A source of this conflict is incompatible relational expectations. True friends are expected to be unmotivated by benefits that can be used beyond the relationship (e.g., money, status), whereas business partner are, by defination, at least partly motivated by these more "instrumental" concerns. Using a role theory framework and data collected from a survey of 685 direct-selling agents, this article report evidence that a conflict between friendship and instrumentality can underminesome of business outcomes that friendship might otherwise foster. It also suggest that this conflict is more severe for friendships that become business relationships than for business relationships that become friendships. Study conclusion do not suggest that friendship is entirely "bad" for business and, insted, propose that friendship's influence can be both positve and negative.

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