Covalence and Ionic Bonding In Business-to-Business Relationships: Insights From Chemistry

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Marketing and Fashion Merchandising


Pie paper examines business-to-business (13213) relationships using the framework of the covalence ionic bonding theory in chemistry as an analogy to help make soft phenomena and relationships in 13213 marketing more understandable it) engineers and scientists in organizations and to managers with scientific and technical backgrounds. In the tradition of cross-fertilization of various scientific fields, the authors propose that the covalence-ionic bonding theory may provide insights in determining the factor, that contribute to the emergence of bilateral, unilateral, and market relationships. This study compares and contrasts interparticle bonding with ways of managing 13213 relationships. Beyond sheer analogy of the two phenomena, an explanation of 13213 relationships and decision-making mechanisms is proposed. In adapting this concept theoretically, the meaning of the original parameters in physical science is assigned a new meaning in the marketing context. Furthermore, the paper extends conceptually the predictive capabilities of chemistry theories to relational behaviors in marketing. Drawing from a resource-based view of the firm, complementarity of resources and dependence levels are postulated to have critical roles in business bonding. Appropriate propositions are advanced. along with implications for managers and researchers. (c) 2004 Elsevier Inc. All rights reserved.

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Industrial Marketing Management





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