The literature is rich with examples that stress the importance of marketers having long‐term customer relationships. Yet, the reality is that while relational attachments can foster benefits, there are many occasions when marketers seek, or are forced, to disband or change the nature of...

The Internet has the potential to alter many aspects of current marketing theory and practice. Most early research studies have focused on the role of the Internet as a promotional tool. More recently, case‐based studies are beginning to emerge on how the Internet may alter the marketing...

Purpose – The paper reports on an exploratory study aimed at analysing a series of independent variables derived from international industrial marketing and channel management literature. Design/methodology/approach – The respondents represent a number of dyadic business‐to‐business...

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...

Purpose – The aim of the paper is to define the role of trust and reliance in business relationships. Design/methodology/approach – After this paper identifies gaps in the literature, a conceptual model is developed, and its implications analyzed and discussed. Findings – One of the...

Purpose – The purpose of this paper is to specify and test factors surrounding trusting relationships between buyers and suppliers in a global, business‐to‐business services context. In so doing, the paper aims to help to extend relationship marketing theories to this under‐researched...

Given the increase in the globalisation of the world's economies, the importance of building successful cross‐cultural business to business partnerships is emerging as a critical strategy for organisations to consider. For these forms of relationships trust has been identified as an essential...

Purpose – Relationship quality (RQ) is nowadays seen as a main source of competitive advantage. This study aims at enhancing our understanding of RQ by testing and comparing three alternative business‐to‐business (B2B) RQ models from an interpersonal perspective....