The dynamics of long-term business-to-business exchange relationships

A framework for business-to-business interaction is proposed that integrates approaches to bargaining from social psychology and economics to provide a conceptual paradigm emphasizing long-term exchange relationships rather than individual transactions. The authors propose a classification of negotiation behavior along two continuous dimensions and examine the mechanics of the dyadic negotiation process that translate negotiation behavior into long-term relationships. They suggest that exchange relationships are formed by achieving mutually beneficial outcomes from a series of exchange transactions and that there is a bi-directional link between negotiation behavior and exchange relationships mediated by negotiation outcomes. The framework also explores the determinants of negotiation behavior in dyadic negotiations between businesses in terms of organizational, individual, and “other party” influences. Propositions are developed, using both role theory and economic bargaining theory, to support the overall framework. Finally, the classification of negotiation behavior is revisited to examine the evolution of exchange relationships over time. She received her Ph.D. from Georgia State University. Her research interests include attitude and choice models, services marketing, customer satisfaction, and business-to-business relationships. She has published articles in theJournal of Consumer Research, Journal of Business Research, Psychology and Marketing, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, and theJournal of Health Care Management, as well as various conference proceedings. He received his Ph.D. from the University of Pittsburgh. His research interests include organizational buying behavior, negotiation strategies, small group dynamics, and cross-cultural differences in buyer-seller interactions. His research has been published in theJournal of Marketing, Journal of Consumer Research, Journal of International Business Studies, andIndustrial Marketing Management, as well as numerous conference proceedings. She also holds an M.B.A. from the Uni- versity of Tennessee. Her research interests include consumer value determination, consumer satisfaction, and business-to-business relationships.     

Victor J. Tremblay and Carol Horton Tremblay. The U.S. Brewing Industry: Data and Economic Analysis. Cambridge, Mass.: MIT Press, 2005. xiv + 379 pp. ISBN 0-262-20151-8, $40.00 (cloth).

The brewing industry does not appear to have attracted the sameresponse from business historians in the United States thatit has in countries such as Britain, where there have been severalauthoritative monographs. This book is therefore welcome. Writtenby the leading economists of American brewing, Victor J. Tremblayand Carol Horton Tremblay, it provides a comprehensive and analyticaloverview of the industry in the modern period. After setting out the general demand and cost     

Quasi-Retail Activity in Britain: Planning Issues and Policies

The encroachment of quasi-retail uses into traditional shopping areas is a significant feature of urban change in Britain. The problem for planners is whether they add or detract from the viability and attractiveness of shopping centres. The paper examines the range of planning policies existing and the assumptions upon which they are based. It is concluded that planners have been hampered by their inability to conduct research necessary to substantiate policy recommendations, and suggest more research is undoubtedly needed to monitor quasi-retailing and evaluating its impact on economic performance and consumer behaviour.