Negative aspects of business relationships for resource mobilization

Daniela Corsaro

Research output: Contribution to journalArticlepeer-review

7 Citations (Scopus)

Abstract

The diffusion of a relational view of markets has been accompanied by the introduction of the concept of relationship orientation, defined as the propensity to engage in a relational behaviour. But companies often struggle to obtain the benefits of close collaboration in business-to-business relationships, with important effects the way resources are combined in buyer–seller interactions. This paper will discuss three main elements that can limit the ability of a company to establish and maintain effective business relationships and therefore impede resource mobilization: opportunism, uncertainty and negative misalignment. The paper will highlight that for a relational orientation to influence resource mobilization positively, there is the need not only to build long-term relationships characterized by trust, commitment and information exchange, as often stressed in the literature, but also to manage relational opportunism, ambiguity and uncertainty.
Original languageEnglish
Pages (from-to)148-154
Number of pages7
JournalAustralasian Marketing Journal
DOIs
Publication statusPublished - 2015

Keywords

  • Business-to-business markets
  • Dark-side
  • Performance
  • Relationship orientation
  • Relationship strategy

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