Developing the Concept of Asymmetrical and Symmetrical Relationships : Linking Relationship Characteristics and Firms ’ Capabilities


The concept of asymmetrical and symmetrical relationships is not one that has been well-defined in industrial marketing literature. Although various authors have pinned this title on relationships where there is an imbalance in one or a few characteristics, such as commitment, power or dependence (e.g. Gundlach, Achrol and Mentzer, 1995; Söllner, 1998… (More)

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