Interpretations of Fairness in Dissolution of Complex Relationships
Authors: Tuusjärvi, Eiren; Blois, Keith
Source: Journal of Marketing Management, Volume 20, Numbers 9-10, November 2004 , pp. 959-975(17)
Abstract:Firms enter into relationships because they believe that by so doing they can create more value for themselves than by maintaining a series of discrete exchanges. This article, which is based on a case analysis of collaboration between five firms, focuses on the issue of the fair distribution of the benefits. The empirical context of collaboration, which eventually dissolved, provides a view of the complexity of the principle of fairness and on interpretations linked to this principle. The research suggests that it is important for collaborators to be able to develop and maintain similar ways of interpreting both how the benefits which the individual firms derive from the relationship should be evaluated and what a fair distribution of these benefits would be. Should they fail to do this then disputes which may result in the dissolution of the relationship are likely to arise.
Document Type: Research Article
Publication date: November 1, 2004