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Account Managers Creation of Social Capital: Communal and Instrumental Investments and Performance Implications

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  • Verbeke, W.J.M.I.
  • Belschak, F.D.
  • Wuyts, S.H.K.
  • Bagozzi, R.P.

Abstract

Account managers invest in two distinct, compensatory social ties to achieve social capital, namely peripheral knowledge ties and implementation support ties. The first ties require communal investments, which consist of organizational citizenship behaviors and peripheral information sharing. The second ties require instrumental investments that encompass reciprocity norms and strategic information sharing. Hypotheses are tested on a sample of 164 account managers who sell financial products/services to large customers. The findings show that account managers invest in both ties to attain peripheral knowledge accretion and implementation support which in turn result in improved performance.

Suggested Citation

  • Verbeke, W.J.M.I. & Belschak, F.D. & Wuyts, S.H.K. & Bagozzi, R.P., 2004. "Account Managers Creation of Social Capital: Communal and Instrumental Investments and Performance Implications," ERIM Report Series Research in Management ERS-2004-011-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    • Handle: RePEc:ems:eureri:1166
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    References listed on IDEAS

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    More about this item

    Keywords

    account management; organizational citizenship behaviors; reciprocity; social capital;
    All these keywords.

    JEL classification:

    • C44 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Operations Research; Statistical Decision Theory
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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