Abstract
In many business-to-business markets firms don’t make transactions — they establish business relationships. Ongoing streams of theoretical and empirical research documents: on many markets exchange takes place within a setting of a long-term relationship rather than a spot-market transaction. This is confirmed by our own research. The empirical findings of several large-scale studies consistently show that a large part of the existing national and international inter-organisational business-to-business relationships of established German firms have a mean duration of more than ten years1. This is a long time-span, compared to the planning literature where five years are often considered as a long-term horizon. Of course, there is considerable variance but nevertheless it appears that a long-term relationship is a widespread and typical phenomenon, which already exists since many years2.
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Gemünden, H.G. (1999). Management of Relationships: The Importance of the Intangible Factors. In: Urban, S. (eds) Relations of Complex Organizational Systems. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-322-96437-3_7
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DOI: https://doi.org/10.1007/978-3-322-96437-3_7
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