J. Narus, James C. Anderson
Oct 24, 1995
Journal of Business-to-business Marketing
Within the context of collaborative relationships between supplier firms and customer firms, this paper examines the increasingly important, yet relatively neglected, area of marketing in the group-on-group mode of interfirm interaction in business markets. Central to this work is the delineation of important relational framing, structure, and process characteristics of group-on-group, interfirm interactions. In particular, five relational processes, called recurrent relationship management tasks are examined. Based upon the works of Dwyer, Schurr, and Oh (1987), Frazier, Spekman, and O'Neal (1988), and Anderson and Narus (1991) on relationship development, Kahneman and Tversky's (1979) seminal research on prospect theory, the efforts of Ruekert, Walker, and Roering (1985) on organizational structure, and recent studies in managerial decision- making, a series of propositions and a framework that link team structure and framing to relationship management task performance are presented. Along the way, thos...