Compound Relationships Between Firms  

Oleh:

Cross, William T. ; Robertson, Diana C.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 3 (Jul. 2007), page 108-123.
Topik: relationships; compound relationships; firms

Ketersediaan

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

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Isi artikel

In this article, the authors introduce the idea of a compound relationships, that is. for many pairs of fims, the overall relationships between the two firms is composed of multiple simple relationships : supplier to customer, and vice versa, competitor to competitor, and partners. This multiplicity of relationships can lead to both opportunities and challenges for each of the two firms in the dyad. The authors define the nature of compound relationships and delineate why it is important for the firm to treat them as such rather than focusing only on the simple relationships. They distinguish compound relationships from social networks and simple dyadic relationships and relate the construct to exchange theory, "coopetition" and the interorganizational relationship literature in marketing. They then use the political economy framework to develop a set of conceptual propositions that apply to many aspects of compound relationships. They end with some speculation sregarding the appropriate management of compound relationships and propose opportunities for further research.

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