Relational Exchange Norms in Marketing: A Critical Review of Macneil's Contribution

Détails

ID Serval
serval:BIB_39FA9F865941
Type
Article: article d'un périodique ou d'un magazine.
Collection
Publications
Titre
Relational Exchange Norms in Marketing: A Critical Review of Macneil's Contribution
Périodique
Marketing Theory
Auteur⸱e⸱s
Ivens B.S., Blois K.
Statut éditorial
Publié
Date de publication
2004
Peer-reviewed
Oui
Volume
4
Numéro
3
Pages
239-263
Résumé
Different theories make different assumptions about the mechanisms that govern economic transactions and there are several reviews that have summarized existing conceptual and empirical work associated with such frameworks as transaction cost analysis or agency theory. However, Macneil?s Relational Contracting Theory, another major theoretical foundation of current marketing research into business relationships, has not yet received similar attention. This article provides a review of a core concept developed in this stream of literature: the norm concept. It contrasts Macneil?s view of norms with the work developed in the field of marketing. As a result, the authors identify, first, a gap between Macneil?s interpretation of the norm concept and the application made by marketing scholars and second, contradictions in the results obtained from empirical marketing research.
Mots-clé
discrete exchange, governance norms, Macneil, Relational Contracting Theory, relational exchange, relationship atmosphere
Création de la notice
19/11/2007 10:16
Dernière modification de la notice
20/08/2019 13:29
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