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Affirming Communication's Primary Role in a Manufacturer-Retailer Context

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Contrary to most extant relationship research which has relegated communication to a minor relational role, we found communication to be a central relationship variable. Communication's importance arose in a qualitative stage of our research which involved four manufacturer-retailer case studies. To affirm communication's central relational role, we tested the link between relationship governance and communication in a quantitative study of 280 retailers of the manufacturer's product, and found a positive link. Additionally, to aid future research in this area, this study brought together measures of communication from several U.S. studies and tested them in their totality.
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Keywords: GOVERNANCE; INTER-ORGANISATIONAL COMMUNICATION INTER-ORGANISATIONAL RELATIONSHIPS; MANUFACTURER-RETAILER RELATIONSHIPS; RELATIONSHIP MARKETING; WATERFORD CRYSTAL

Document Type: Research Article

Publication date: 2004-11-01

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