Abstract
This paper analyzes a number of different inter-organizational exchange relationships, ranging from simple exchange transactions to complex competitor strategic alliances in terms of the exchangeability, value influence, and consumption/creation processes of the resources being exchanged. Many common features between exchange relationships and strategic alliances are identified and are used to suggest ways in which relational marketing concepts and skills have the potential to help in the successful creation and management of exchange-based strategic alliances. © Elsevier Science Inc. All rights reserved.
| Original language | English |
|---|---|
| Pages (from-to) | 327-338 |
| Number of pages | 11 |
| Journal | Industrial Marketing Management |
| Volume | 29 |
| Issue number | 4 |
| Publication status | Published - Jul 2000 |