دانلود رایگان مقاله انگلیسی نقش واسطه ای رضایت در بازاریابی کسب و کار - الزویر 2018

ABSTRACT

The study deepens our understanding of business marketing by looking beyond the individual choices of business actors to the role of consent between interacting actors. Based on an empirical investigation of manufacturers and retailers in Germany and drawing from previous research on business relationships, the paper develops a theoretical structure for the analysis of consent in business marketing. The paper argues for a shift from a view of individual choice as the basis of business marketing towards the idea of choice being part of an evolutionary discursive practice of consent. The study detects the mediating role of consent at four levels: 1) as a stratifying process, 2) as recursive practice, 3) as energizing interaction, and 4) as economizing activities, resources and actors; it elaborates significant theoretical implications and highlights managerial lessons.

Conclusion

The paper has highlighted the mediating role of consent in business marketing. The paper provides insights into an interactive practice of consent between variously interconnected counterparts. The data emphasizes the value of re-defining the concept of choice (Buchanan, 2001; Williamson, 2002) away from its usual associations with discrete and independent decision-making and rational planning towards the idea of choice being part of an evolutionary discursive practice of proposal, response and re-response (Dyer & Singh, 1998; Johanson & Vahlne, 2011; Sarasvathy, 2001; Seidl, 2007). In this interpretation, business marketing in relationally embedded organizations involves the actors in webs of interdependent relationships, patterns of recursive interactions and constellations of heterogeneously distributed resources and competences. The outcomes of companies' choices are contingent upon the consent of their counterparts and this consent is not an instantaneous event with hard edges of yes and no. The study provides evidence that the opportunities that actors discover are idiosyncratic (Denrell et al., 2003) in their particular relational space and their pursuit over time is conditioned by an interactive and reciprocal practice of consent in which actors' inter-actions and resources, and the actors themselves, co-evolve to produce the events that we observe (Sarasvathy, 2001). This interactive and reciprocal practice of seeking and giving of actors' consent is often not visible, and it is not given to us transparently; it lies under the surface of observed events, which ostensibly appear as the result of actors' choice (Buchanan, 2001; Williamson, 2002).