Purpose – The paper sets out to examine the validity of Kaufmann and Stern's operationalisation of Macneil's norm theory which they used when creating a set of scales to evaluate the degree of relationality in business‐to‐business (B2B) exchanges. The scales that Kaufmann and Stern...

An investigation which collected information within four countries sought to understand the views of marketing managers in industrial markets regarding their relationships with their organizational customers. The managers interviewed showed little awareness of the formal concept of relationship...