Interorganizational Marketing Exchange: Metatheoretical Analysis of Current Research Approaches

Abstract

In this paper, I will make metatheoretical comparisons of four current research approaches into interorganizational marketing exchange in an attempt to theorize about theories. First I will lay out a foundation by discussing what interorganizational marketing exchange means and why it is important. Marketing is about understanding, creating, and managing exchange relationships between economic parties: manufacturers, service providers, various channel members, and final consumers. Interorganiza-tional business exchange takes place between organizations and their representatives. Its forms range from single transactions to complex long-term relationships. An important conceptual distinction can be made between discrete transactions and relational exchange [Dwyer, Schurr, and Oh 1987; Mac-neil 1980]. The term discrete transaction refers to transactions that are predominantly governed by market forces and that are of specified content and duration. The term relational exchange refers to the interactive relationships firms form that are characterized by economic, social, legal, technical, informational, and procedural bonds. A process perspective helps one to understand exchange relationships; their development is often characterized by reciprocal actions. In this form of exchange, firms 347 G. Laurent et al. (eds.), Research Traditions in Marketing