Authors: Bilge Aykol; Dayananda Palihawadana; John Hadjimarcou; Leonidas C. Leonidou
Infidelity has been a common phenomenon in any inter-organizational marketing relationship, which can harm its smooth functioning, operating performance and long-term viability. Using the marriage metaphor, we explain the infidelity phenomenon in inter-organizational relationships. Specifically, we analyze how various structural, processual, and contextual characteristics of the relationship contribute to the emergence of infidelity incidents, what behavioral and attitudinal signs help to diagnose partner infidelity, how infidelity acts are manifested, what consequences infidelity could have on the victim, and how infidelity problems could be prevented or treated. Several theoretical, methodological, and managerial implications are derived from the study, as well as directions for future research.
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Publish Year: 2018
Conference: Marseille, France (2018)