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A market-level model of relationship regulation

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  • Flight, Richard L.
  • Henley, John R.
  • Robicheaux, Robert A.

Abstract

This research examines the moderating effects public policy has on relationship strength in a relationship marketing context. Prior research suggests that many positive outcomes emerge from forming inter-firm relationships, yet few examine potential negative outcomes such as anti-competitive behavior. This paper examines what happens to both positive and negative outcomes, when close inter-firm relationships are regulated directly by public policy. It is found that regulations intended to protect consumers and small retailers from anti-competitive behavior are effective in reducing the negative outcomes of such behavior, yet they simultaneously have an unintended effect of dampening the positive outcomes that close inter-firm relationships provide.

Suggested Citation

  • Flight, Richard L. & Henley, John R. & Robicheaux, Robert A., 2008. "A market-level model of relationship regulation," Journal of Business Research, Elsevier, vol. 61(8), pages 850-858, August.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:8:p:850-858
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    References listed on IDEAS

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    1. Morgan, Robert M. & Hunt, Shelby, 1999. "Relationship-Based Competitive Advantage: The Role of Relationship Marketing in Marketing Strategy," Journal of Business Research, Elsevier, vol. 46(3), pages 281-290, November.
    2. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    3. Fontenot, Renee J. & Hyman, Michael R., 2004. "The antitrust implications of relationship marketing," Journal of Business Research, Elsevier, vol. 57(11), pages 1211-1221, November.
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    Cited by:

    1. Gazley, Aaron & Sinha, Ashish & Rod, Michel, 2016. "Toward a theory of marketing law transgressions," Journal of Business Research, Elsevier, vol. 69(2), pages 476-483.
    2. Dawei Liu & Xiaohong Guo, 2017. "Exploring gender differences in acceptance of mobile computing devices among college students," Information Systems and e-Business Management, Springer, vol. 15(1), pages 197-223, February.

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