publication . Thesis . 2011

Interaction and actors‘ identities in business relationships

La Rocca, Antonella; Snehota, Ivan;
Open Access English
  • Published: 09 May 2011
  • Country: Switzerland
The existence of continuous buyer-seller relationships in business-to- business markets has been evidenced in numerous empirical studies and more recently acknowledged in marketing in general. Research shows that the critical process in the development of business relationships is interaction (Håkansson et al., 2009). This study deals with the interactive behaviours of actors and focuses on how actors interpret each other’s identities. We review three fields of research that offer impulses for re-examining the role of actors from interaction perspective: relationship studies in business marketing - Industrial Marketing and Purchasing (IMP) in particular; the soc...
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