Interdependency in Business-To-Business Relationship Marketing: The Evolution from Dyads to Marketing Networks

Abstract

This paper examines interdependency in business-to-business relationship marketing, beginning with a discussionofexchangetheory and dyadic relationships leading to the introduction of a model useful in managing and developing buyer-supplier relationships. The dyadic approach is then expanded to include relationships within marketing networks. The paper concludes with implications and guidelines for relationship marketers.