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Keywords: Relational exchange theory
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Journal Articles
Journal of Business & Industrial Marketing (2020) 35 (5): 863–874.
Published: 19 December 2019
... has an inverted U-shaped moderating effect on the effectiveness of RMO is not supported. Originality/value Drawing on transaction cost economics and relational exchange theory, this study contributes to the existing literature on MO by revealing how CG and RG differentially shape the value of PMO...
Journal Articles
Journal of Business & Industrial Marketing (2018) 33 (8): 1209–1220.
Published: 25 October 2018
... to exchanges in B2B relationships; this is because the relationships are embedded in elements of trust, commitment and social capital. Relational exchange theory and the commitment-trust theory of relationship marketing inform the research, and as such are overviewed to broadly inform the following section...
