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Factors of determining long-term orientation in interfirm relationships

Title
Factors of determining long-term orientation in interfirm relationships
Authors
Ryu S.Park J.E.Min S.
Ewha Authors
박정은
SCOPUS Author ID
박정은scopus
Issue Date
2007
Journal Title
Journal of Business Research
ISSN
0148-2963JCR Link
Citation
vol. 60, no. 12, pp. 1225 - 1233
Indexed
SSCI; SCOPUS WOS scopus
Abstract
Marketers have witnessed a paradigm shift in which establishing, maintaining, and forging long-term buyer-seller relationships are considered the core of marketing activities. Accordingly, investigating a long-term orientation (LTO) has become a steady research stream in the marketing literature. Building on this on-going research stream, this study confirms that an essential precursor of a manufacturer's LTO is trust that, in turn, is formed by relational norms and satisfaction with supplier performance. Interestingly, however, the seemingly strong trust-LTO path is moderated by both power asymmetry and environmental uncertainty in buyer-seller relationships. The empirical findings suggest that regardless of emerging relationship marketing where buyer and seller are portrayed as parts of a team, power is still in use to control suppliers. In addition, a manufacturer facing uncertainty is less likely to form LTO toward its supplier for fear of losing flexibility in the time- and quality-based competition. © 2007 Elsevier Inc. All rights reserved.
DOI
10.1016/j.jbusres.2006.09.031
Appears in Collections:
경영대학 > 경영학전공 > Journal papers
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