Determinants of a relational exchange orientation in the markting manufacturing interface: An empirical investigation

J.C. Ruyter, de, M.G.M. Wetzels

Research output: Contribution to journalArticleAcademicpeer-review

18 Citations (Scopus)

Abstract

During the last decade, both marketing managers and researchers have focused heavily on interorganizational exchange relationships. In this paper we apply the concept of relational exchange to the intra-organizational exchange relationship between the marketing and manufacturing functions. We apply a relational exchange instrument consisting of four dimensions (trust, bonding, empathy and reciprocity) to the marketing-manufacturing interface and conduct an empirical investigation in order to validate the use of such an instrument in this setting. We find that the relational exchange scale consists of four components of a relational exchange orientation that are both theoreticallymeaningful and empirically discrete. In addition, we identify five determinants(resource dependence, communication difficulties, procedural fairness,interfunctional rivalry and interfunctional distance) and explore how these determinants influence the individual dimensions of the relational exchange orientation. We report a number of differences between the marketing and manufacturing functions with regards to the impact of aforementioned determinants and relational exchange orientation dimensions.
Original languageEnglish
Pages (from-to)257-276
Number of pages20
JournalJournal of Management Studies
Volume37
Issue number2
DOIs
Publication statusPublished - 2000

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