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Inactivity and the dynamics of relationship development : a proposed model

journal contribution
posted on 2010-06-01, 00:00 authored by Michael PolonskyMichael Polonsky, S Gupta, S Beldona, M Hyman
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.

History

Journal

Journal of strategic marketing

Volume

18

Issue

3

Pagination

257 - 273

Publisher

Routledge

Location

Abingdon, England

ISSN

0965-254X

eISSN

1466-4488

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2010, Taylor & Francis

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