A Comparative Longitudinal Analysis of Theoretical Perspectives of Interorganizational Relationship Performance  

Oleh:

Palmatier, Robert W. ; Dant, Rajiv P. ; Grewal, Dhruv

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 4 (Oct. 2007), page 172-194.
Topik: four theoretical perspective; relationship

Ketersediaan

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

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Isi artikel

Four theoretical perspective currently dominate attemps to understand the drives ofd succesful interorganizational relationship performance: (1) commitment-trust, (2) dependence, (3) transaction cost economics, and (4) relational norms. Each perspective specifies a different set and distinct causal ordering of focal construct as the most critical for understanding performance. Using four years of longitudinal data (N=396), the author compare the relative efficacy of these four perspective for driving exchange performance and provide empirical insight into the causal ordering among key interorganizational contructs. The result demonstrate the parallel and equally important roles of commitment-trust and relationship-specific investmentas immediate precursors to and key driver of exchange performance. Building on the insight gleaned from tests of the four frameworks, the author parsimoniously integrate these perspective within a singel model of interfirm relationship performance consistent with a resource-based view of an exchange. Managers mey be able to increase performance by shiffing resources from "relationship building" to specific investments targeted toward increasing the efficacy or effectiveness of the relationship itself to improve the relationship's ability to create value. Moderation analysis indicates that managers may find it productive to allocate more relationship marketing efforts and investment to exchange in markets with higher levels of uncertainty.

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