Search

To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.indmarman.2008.08.004 Byline: Cindy Claycomb (a), Gary L. Frankwick (b) Keywords: Buyer-seller relationships; Interaction theory; Network theory; Relationship development Abstract: Long-term buyer-seller relationships have been a focus of research for several years. The present study draws on interaction/network theory to test a model examining the interaction mechanisms and relationship characteristics of buyer-seller relationships during four progressive phases of relationship development. Data from 174 members of the Institute for Supply Management offer empirical support for the associations proposed in the model, as well as some surprising results. One of the most useful findings of the research is that the patterns of these associations vary as buyer-seller relationships progress through the four phases of relationship development. Specifically: in the awareness phase, joint problem solving increases buyer uncertainty; in the exploration phase, communication quality and joint problem solving increase relationship-specific investments; and in the expansion phase, joint problem solving increases relationship-specific investments and severe conflict resolution increases buyer uncertainty. Seller reputation moderates many of these relationships. The major conclusion of the research is that buyers and sellers should recognize that while information exchange and conflict resolution are important aspects of buyer-seller relationships, their use may not always lead to the desired relationship characteristics. Managerial implications of these findings and further research ideas are presented. Author Affiliation: (a) W. Frank Barton School of Business, Department of Marketing, Wichita State University, 1845 Fairmount, Wichita, Kansas, 67260-0084, United States (b) Spears School of Business, Oklahoma State University, Stillwater, Oklahoma, 74078-4011, United States Article History: Received 3 May 2006; Revised 3 July 2007; Accepted 10 August 2008

Byline: Rolf T. Wigand, Gary L. Frankwick Network analysis has been employed by the authors to examine research and development (R&D) technology transfer relationships among industry, government and a university in the field of micro-electronics. The results identified various roles and positions in the network which are important to the transfer of information. The research presented provides an insight that may decrease the time to bring innovations to end-user markets, and shows what other kinds of assistance government and the university can provide to industry in developing new technology.