Friends, Businesspeople, and Relationship Roles: A Conceptual Framework and a Research Agenda
Friends, Businesspeople, and Relationship Roles: A Conceptual Framework and a Research Agenda
复制标题
DOI：
10.1509/jmkg.70.3.090
复制
发表时间：
2006-07
影响因子：
12.9
通讯作者：
Jan B. Heide;Kenneth H. Wathne
中科院分区：
文献类型：
--
作者：
Jan B. Heide;Kenneth H. Wathne
本文提出了营销关系中角色的概念框架。借鉴经济社会学的新兴理论和马奇(1994)的决策“逻辑”概念，作者讨论了两个典型的关系角色，即(1)使用“适当的逻辑”并遵循既定规则的“朋友”，以及(2)“商人”，其决策是在“结果逻辑”下以效用最大化的考虑为指导的。其次，他们使用现有的公司间治理理论来表明，公司的关系战略既可以用来创造不同的关系角色，也可以用来随着时间的推移激活它们。作者假设，激活可以有几种不同的结果，包括加强现有的主导角色或实际切换到新的角色。从理论上讲，概念框架允许整合关于企业间关系的不同观点，其中一些观点对企业行为提供了似乎不一致的描述。从管理的角度来看，该框架确定了特定的关系角色与公司治理战略之间的具体匹配。总的来说，该框架表明，深入了解角色是向经销商、客户和供应商部署关系管理计划的先决条件。
This article develops a conceptual framework of roles in marketing relationships. Drawing on emerging theory from economic sociology and March's (1994) notion of decision “logics,” the authors discuss two prototypical relationship roles, namely (1) a “friend,” who uses a “logic of appropriateness” and follows established rules, and (2) a “businessperson,” whose decisions are guided by utility-maximizing considerations under a “logic of consequences.” Next, they use extant theories of interfirm governance to suggest that firms’ relationship strategies can be used both to create different relationship roles in the first place and to activate them over time. The authors posit that activation can have several different outcomes, including reinforcement of an existing dominant role or actual switching to a new one. Theoretically, the conceptual framework allows for integration of different perspectives on interfirm relationships, some of which have provided seemingly inconsistent accounts of firm behavior. From a managerial perspective, the framework identifies specific matches between particular relationship roles on the one hand and firms’ governance strategies on the other hand. In general, the framework suggests that an in-depth understanding of roles is a prerequisite for the deployment of relationship management initiatives toward resellers, customers, and suppliers.