Control is a frequently discussed human characteristic that is often expressed as an individual’s need to showcase his/her competence, superiority, and mastery over an individual, a group of people, or the environment (White 1959). Control has been examined extensively in the psychology literature, yet marketing research has yet to examine the role that control plays in business-to-business relational exchanges. Although power and dependence have been carefully examined, the impact of control on relational and transactional exchanges has yet to be explored. Previous research has examined antecedents and outcomes of desire for control. This research examines desire for control in the business-to-business context, specifically the relationship between the supplier and the retailer, where traditionally the buyer (retailer) is more likely to have a higher desire for control in the relationship. This study examines the dimensions of the buyer-supplier relationship that might reduce the retailer’s desire for control.
Weitere Kapitel dieses Buchs durch Wischen aufrufen
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
- Managing Control Expectations in Business-To-Business Relationships
Lauren Skinner Beitelspacher