Industrial Marketing Management Actors , resources , activities and commitments

@inproceedings{Lenney2009IndustrialMM,
  title={Industrial Marketing Management Actors , resources , activities and commitments},
  author={Peter Lenney and Geoff Easton},
  year={2009}
}
a r t i c l e i n f o A new concept, commitments, is introduced and defined as " agreements between two or more social actors to carry out future actions " and its incorporation into, and articulation of, the actors–resources–activities model described. Commitments are distinguished from the concept of commitment as traditionally used in inter-organisational relationships. The latter is mainly an affective measure at the level of an individual concerning the general relationship between buying… CONTINUE READING

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