Interaction And Negotiation Process In Business Service Relationships: Illustrative Cases
This paper analyses business service relationships from the purchaser's point of view. The paper establishes a bridge between the type of business service and purchasing relationship or negotiation strategy. Studies have been developed to understand the interaction process between buyers and sellers, which is considered to be related to the way the service is used by the buyer firm. The authors review and synthesize concepts from services marketing, business relationships, and negotiation literature to analyze a variety of illustrative case studies of business services.