Despite the pivotal importance of marketing‐oriented boundary spanners for successful relationship development, only a few studies have investigated the influence of these boundary spanners on relationship outcomes. Findings of this study show that relationship advancement through a...

Suppliers do not only maintain relationships with customers for the customers’ benefits but also for their own sake. Various important value‐creating functions of business relationships with customers have been identified in the past. However, the preconditions of this inter‐organizational...