Life Cycle Of Business Relationships - Empirical Testing
The paper aims at a quantitative analysis of the time perspective business relationships development have. Development of business relationships is a long standing focal research question, which always had to deal with the problem of time perspective (Medlin, 2004; Sutton-Brady, 2008). The treatment of time in these researches has been conceptualized in four different ways (Ford et al., 2008): The first and most simple approach is using the assumption of independent exchange situations. This approach practically ignores the effect exchange episodes on the interaction and on the development of business relationships have (Williamson - Ouchi, 1981).