Download Now Free registration required
This paper discusses emotions as mediators in business-to-business relationships, an area that is understudied. Within consumer marketing, emotions have been widely studied, and calls have been made for business relationship research to take account of managers' emotions. This paper addresses the gap by firstly establishing the relevance of emotions in troubled business relationships and secondly showing how emotions are a major component in determining the outcomes of the troubled relationships. The aim is achieved by analysing interview data in the form of narratives describing problematic relationships, to acknowledge both the emotions experienced by participants and their role in the course of the business relationship.
- Format: PDF
- Size: 384.3 KB