What is it about?
It describes the conditions under which relational governance (i.e. social bond and trust) spurs (dampens) business-to-business relationships. We found that the efficacy of relational governance disappears in the early stage of the relationship formation and in a situation where a supplier heavily relies on the buyer.
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Why is it important?
Previous studies on business-to-business relationship predominantly focused on the positive effect of relational governance. However, little has been done to study the other side of the coin. This study shads light on the conditions under which relational governance works or does not work.
Perspectives
I hope this study will be used as a basis for those who would like to study business-to-business relationship in African context.
Mesay Sata Shanka
University of South Eastern Norway
Read the Original
This page is a summary of: When Does Relational Exchange Matters? Social Bond, Trust and Satisfaction, Journal of Business-to-Business Marketing, January 2019, Taylor & Francis,
DOI: 10.1080/1051712x.2019.1565137.
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