Authors: giancarlo Nadin
Alliance and cooperation among resellers and suppliers is commonly accepted as an inexorable path of relationship evolution. Therefore trust resources are the determinants for relationship improvement as opposed to the old “power-dependence” management approach. In this paper the author wants to explore the role and the effect caused by inter-organization communication on the relationship. The role of bi-lateral (or two-way) communication as opposed to one-way communication to elicit collaboration of the weak and vulnerable retailer and avoid disagreements is fundamental. The findings of an empirical research conducted on 250 automotive dealers operating in the Italian market shows how the opposing forces of two-way communication and unilateral approach live together and skilfully mixed can offer a method to make evolve positively the relationship.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2009
Conference: Marseille, France (2009)