Re-examining relationship development
conference contributionposted on 2003-01-01, 00:00 authored by Michael PolonskyMichael Polonsky, S Beldona, S Schuppisser
Research examining marketing relationships has not traditionally discussed the fact that business-to-business relationships strengthen and weaken over its life. The model also suggests relationship inactivity is not necessarily the same as relationship failure. The paper proposes a model that allows relationships to move in multiple directions over their existence.