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Interorganizational Marketing Exchange: Metatheoretical Analysis of Current Research Approaches

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Book cover Research traditions in marketing

Part of the book series: International Series in Quantitative Marketing ((ISQM,volume 5))

Abstract

In this paper, I will make metatheoretical comparisons of four current research approaches into interorganizational marketing exchange in an attempt to theorize about theories. First I will lay out a foundation by discussing what interorganizational marketing exchange means and why it is important. Marketing is about understanding, creating, and managing exchange relationships between economic parties: manufacturers, service providers, various channel members, and final consumers. Interorganizational business exchange takes place between organizations and their representatives. Its forms range from single transactions to complex longterm relationships.

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Authors and Affiliations

  1. Helsinki School of Economics, Runeberginkatu 14–16, Helsinki, 00100, Finland

    K. E. Kristian Möller

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  1. Groupe HEC, France

    Gilles Laurent

  2. Pennsylvania State University, USA

    Gary L. Lilien

  3. University of Paris Dauphine and ESSEC, France

    Bernard Pras

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Möller, K.E.K. (1994). Interorganizational Marketing Exchange: Metatheoretical Analysis of Current Research Approaches. In: Laurent, G., Lilien, G.L., Pras, B. (eds) Research traditions in marketing. International Series in Quantitative Marketing, vol 5. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-1402-8_11

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