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The initiation of relationships is a neglected research area. Previous research has focused on stages or states of relationship development and initiation. In this paper the authors identify and analyze the key subprocesses of initiation (buyer-seller relationship). On the basis of a broad scope literature review, they aim to enrich the conceptual description of the initiation of business relationships. The findings relate to three major aspects of initiations: The blurredness of the initiation phase originates from the features of the initiations (activity, intentionality and speed), various actors and exchange dimension involved in the initiation phase and non-linear and linear subprocesses of the initiation process.
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