The paper presents the results of an application of judgemental modelling to the development and analysis of scenarios in the pharmaceutical industry. It describes how the models were constructed and evaluated by a group of executives responsible for the scenario generation, and uses perceptual...

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...