A Strategic Approach to Managing Buyer-Seller Relationships

Authors: Krapfel, Robert E.; Salmond, Deborah; Spekman, Robert

Source: European Journal of Marketing, Volume 25, Number 9, 1991 , pp. 22-37(16)

Publisher: Emerald Group Publishing Limited

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Abstract:

Business marketers need strategic frameworks to assess the value of a portfolio of buyer-seller relationships and to decide how they should be managed. By drawing on insights from the political economy, resource dependence, relational contracting and transaction cost perspectives, previous work on portfolios of trading relationships is extended and updated and avenues for future research are suggested.

Keywords: Business-to-business marketing; Marketing strategy

Document Type: Research article

DOI: http://dx.doi.org/10.1108/EUM0000000000622

Publication date: 1991-01-01