Authors: Ian Wilkinson; Louise Young
In this paper we consider the nature of the relationships that exist between firms and how they can be managed. In particular, relationships are examined in terms of their degree of cooperativeness and competitiveness. We draw on some of the results of a program of research carried out in Australia to study interfirm relations in order to illustrate various types of interfirm relations that exist. We then suggest an alternative to the oft used marriage metaphor for analysing and guiding relationship management. Instead we propose a dancing analogy. We argue that this offers a richer base for considering the variety of interfirm relations that exist and persist in business systems because it focuses attention on the relations between that actions taking place not just the relations between the actors involved. It also avoids the often implicit notion that relations must necessarily develop towards a uniform type of mature state, the “successful marriage,” which is usually characterised in terms of a long-term committed relationship. Finally, we consider the implications of our analysis for the management of interfirm relations.
Journal: Asia-Australia Marketing Journal (2 (1) – 67-80)
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Publish Year: 1994
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