Forces Impinging on Long-Term Business-to-Business Relationships in the United States: An Historical Perspective
研究了美国四类企业间关系的历史演变，识别出经济增长、信息不对称、进入壁垒、依赖不对称和规模经济是影响关系发展的关键环境力量。
The authors examine the histories of four business-to-business relationships in the United States: advertising agencies and clients, textile agents and mills, the Pullman Car Company and railroads, and independent department stores and their resident buying offices. The authors’ goals are to gain perspective on how marketing relationships evolve over time and identify those factors that foster closer relationships and those that attenuate relationships. The results show that economic growth, information asymmetry partially prompted by geographic dispersion, entry barriers in one or both industries, dependence asymmetry, and economies of scale are important environmental forces that impinge on relationship development in all four cases.