Gaining access to customers' resources through relationship bonds

aut.researcherBaxter, Roger
dc.contributor.authorBaxter, RA
dc.date.accessioned2011-09-29T23:05:09Z
dc.date.available2011-09-29T23:05:09Z
dc.date.copyright2009
dc.date.issued2009
dc.description.abstractThis paper notes that, in addition to tangible resources, a seller needs to access valuable and less imitable intangible resources, such as downstream market knowledge, from its customers. This exchange occurs as part of the process that creates value for both partners. The paper therefore reports on a study that assesses how the expected level of input of resources by sellers into business-to-business buyer-seller relationships affects their access to their buyers’ resources. The paper proposes a model which includes relationship bonds as a mediator of this access and applies structural equation modelling to survey data to test it. The analysis finds support for the model.
dc.identifier.citationProceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC'09), Melbourne, Australia
dc.identifier.isbn1-86308-160-7 (Program and Abstracts) 1-86308-158-5 (Proceedings)
dc.identifier.roid13439en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/2170
dc.publisherAustralian & New Zealand Marketing Academy (ANZMAC)
dc.relation.urihttp://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-500.pdf
dc.rightsAuthors retain the right to place his/her publication version of the work on a personal website or institutional repository for non commercial purposes. The definitive version was published in (see Citation). The original publication is available at (see Publisher’s Version).
dc.rights.accessrightsOpenAccess
dc.subjectBusiness to business
dc.subjectBuyer-seller relationship
dc.subjectCollaboration
dc.subjectInteraction
dc.titleGaining access to customers' resources through relationship bonds
dc.typeConference Contribution
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Business & Law
pubs.organisational-data/AUT/Business & Law/Marketing
pubs.organisational-data/AUT/Business & Law/Marketing/Marketing PBRF 2012
pubs.organisational-data/AUT/PBRF Researchers
pubs.organisational-data/AUT/PBRF Researchers/Business & Law PBRF Researchers
pubs.organisational-data/AUT/PBRF Researchers/Business & Law PBRF Researchers/B & L Marketing & Advertising
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