Inactivity and the dynamics of relationship development : a proposed model

Polonsky, Michael, Gupta, Samir, Beldona, Srikanth and Hyman, Michael R. 2010, Inactivity and the dynamics of relationship development : a proposed model, Journal of strategic marketing, vol. 18, no. 3, pp. 257-273, doi: 10.1080/09652541003768103.

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Title Inactivity and the dynamics of relationship development : a proposed model
Author(s) Polonsky, MichaelORCID iD for Polonsky, Michael
Gupta, Samir
Beldona, Srikanth
Hyman, Michael R.
Journal name Journal of strategic marketing
Volume number 18
Issue number 3
Start page 257
End page 273
Total pages 17
Publisher Routledge
Place of publication Abingdon, England
Publication date 2010-06
ISSN 0965-254X
Keyword(s) relationship life cycle
Summary Much of the relationship development literature assumes that business relationships evolve along a standard path that often ends in failure. However, this overly restrictive assumption ignores that firms can reactivate dormant relationships. To relax this assumption, we focus on this dormant stage and posit that it reflects either naturally occurring pauses or consecutive shifts – first divergent and then convergent – in partnering needs. Ultimately, we proffer an inactivity-inclusive model that augments current dynamic process models and may help firms to manage all their relationships, active and inactive.
Language eng
DOI 10.1080/09652541003768103
Field of Research 150506 - Marketing Theory
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
HERDC collection year 2010
Copyright notice ©2010, Taylor & Francis
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