This study introduces the concept of relational attractiveness of the customer (RAC) which is defined as the attitude of the supplier towards the customer firm in order to maintain and/or to improve an existing business relationship. Social Exchange Theory explains relational exchanges in...

Every firm faces the challenge of leveraging valuable resources in the form of the intellectual assets, know-how and expertise of itself and others around it. They can only achieve this through interaction with other idiosyncratically capable firms. But through interaction, resources, activities...