Reactions to disappointing performance i
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Amy E. Cox; Orville C. Walker Jr.
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Article
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1997
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John Wiley and Sons
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English
β 264 KB
π 1 views
A model is presented of an exchange episode between a manufacturer and a distributor that generates disappointing performance outcomes. The authors suggest that manufacturers commit different types of resources in the initial stages of relationships with distributors, which affect both the distribut