Perceiving the underlying equity and dynamics in the businness relationship : What is the role of emotions. A qualitative exploratory study

Authors: Soulier stephanie

This research studies the impact of the fairness perceived by the vulnerable partner over his behaviours and attitudes. The literature shows that fairness is the core concept of trade relations, however, scarce are the interorganisational marketing studies that tackle this aspect which we place at the center of our study.

Journal: n.a. (n.a. – n.a.)

Web Address: n.a.

Publish Year: 2008

Conference: Uppsala, Sweden (2008)