Interfirm Marketing Relationship: Relationship. Interaction and Value

Author: Chen Yingyi
Publisher:
Publish Date: 2006-07-01
Features: In this book, Dr. Chen Yingyi, drawing extensively on existing research findings both domestically and internationally, conducts a series of bold theoretical innovations around the cooperative bilateral exchange relationship between suppliers and customers in the field of industrial marketing, specifically the interfirm marketing relationship. The author takes interaction as the starting point for analyzing the nature and characteristics of the relationship. Through a meticulous analysis of relevant literature and employing a combination of inductive and deductive research methods, he logically proposes the "Pendulum Theory" model of interaction conceptually. Then, using this model as a tool, he creatively defines and analyzes the professional and social interactions within marketing relationships, providing a deeper understanding of the intrinsic characteristics and mechanisms of interfirm marketing relationships. However, the author does not stop there. He fully utilizes the empirical research findings on relationship variables from the literature to provide a more comprehensive portrayal and more convincing explanation of the mechanisms in interfirm marketing relationships in the form of the KMV framework.