Enterprise 2.0

How Resource Inputs And Atmosphere Affect Relationship Performance

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Executive Summary

Firms invest in relationships with their customers to make the relationships work effectively and efficiently as conduits for transmitting and integrating resources. This paper reports on a study that assesses how the expected level of input of resources by sellers such as manufacturers and distributors into buyer-seller relationships affects the extent to which they then get future access to the intangible resources in their buyers, such as retailers. The paper also investigates how relationship atmosphere, in terms of commitment and trust, affects the level of that access to the buyers' resources.

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