Quasi-Darwinian Selection in Marketing Relationships  

Oleh:

Buja, Andreas ; Eyuboglu, Nermin

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 4 (Oct. 2007), page 48-62.
Topik: Quasi-Darwinian; affecting Survival

Ketersediaan

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

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Isi artikel

This article introduces quasi-Darwinian selection as a new explanatory paradigm for marketing relationships. In this paradigm, established relationship are viewed as survivors of a selection process whose parameters are the conduct of the partners, dependencies between the partners, and external adversities in the markets. Selection has the effect of culling certain combination of these parameters, such as attempts at unilateral control when the partner is not dependent. The effect selection is to carve out pattern that appear as associations between parameter, for example, between unilateral control and dependece. Traditionally, such associations have been interpreted as causal effect of one parameter on the other. This study shows that quasi-Daewinian selection may sometimes be the more correct explanation of an observed association. The guiding principle can be summarized by the motto "selection creates association." As an explonatory paradigm, selction may rival causation. The quasi-Darwinian framework applies to any type of marketing relationship in the business-to-business and business-to-consumer markets. Examples include all relationships in the supply chain, relationships between service providers and customer, and relationships sales representatives and customer. The article develops the Quasi-Darwinian framework in generality, but it emphasizes applications to business-to-business relationships. When associations between relationship parameters are carved out by selection, they can be interpreted as adaptions, and their descriptive meaning has normative implications; if patners in a relationship pattern their conduct according to these associations, on average, they may enhance the longevity of their relationship.

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