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Type: Book chapter
Title: Interaction: coherence to a future
Author: Medlin, C.
Saren, M.
Citation: Advances in Business Marketing and Purchasing, 2012 / Glynn, M., Woodside, A. (ed./s), pp.173-190
Publisher: Emerald Group Publishing Ltd
Publisher Place: United Kingdom
Issue Date: 2012
Series/Report no.: Advances in Businesss Marketing and Purchasing; 18
ISBN: 9781780525761
Statement of
Christopher J. Medlin and Michael Saren
Abstract: Business and customer relationships build on interactions between the parties. However, the marketing literature does not pay much attention to the concept of interaction. Interaction is a central construct of the Industrial Marketing and Purchasing Group as a result of a strong empirical focus on interfirm relations. However, even this research does not strongly address the interaction construct. Interaction between parties in the economic world refers to the exchanges and communications between parties that lead to development of relationships. While interaction occurs in the on-going present, the purpose is always about creating a future for each of the participants in the relationship. Based on the authors’ presentation at the International Colloquium in Relationship Marketing at Leipzig, Germany, in September 2006, this chapter presents a model of interaction within business and customer relationships that relies upon time and cognition to explain the formation of relationships (or atmosphere) through interactive cognitive processes. This model allows an analysis of the ways the future is shaped in different types of business and customer relationships, depending on the relative ability of the parties to have an effect on the future. The analysis shows how firms and customers work to slow down or speed up change. The final section of the chapter addresses the research implications.
Rights: Copyright © 2012 by Emerald Group Publishing Limited
RMID: 0020125357
DOI: 10.1108/S1069-0964(2012)0000018012
Appears in Collections:Business School publications

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