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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 HymanMuch 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 marketingVolume
18Issue
3Pagination
257 - 273Publisher
RoutledgeLocation
Abingdon, EnglandPublisher DOI
ISSN
0965-254XeISSN
1466-4488Language
engPublication classification
C1 Refereed article in a scholarly journalCopyright notice
2010, Taylor & FrancisUsage metrics
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