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Sharma, Deo D
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Eriksson, K. & Sharma, D. D. (2003). Modeling uncertainty in buyer-seller cooperation. Journal of Business Research, 56(12), 961-970
Open this publication in new window or tab >>Modeling uncertainty in buyer-seller cooperation
2003 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 56, no 12, p. 961-970Article in journal (Refereed) Published
Abstract [en]

The realization of relationship marketing requires cooperative exchange between buyers and sellers. A key determinant of cooperative exchange is the uncertainty perceived by the cooperating parties. This study investigates how cooperation is affected by decision makers' perception of uncertainties in the environmental context, in relationships, and in decision-making routines. A sample of 135 branch managers from banks is used in a LISREL model. The results show that uncertainty regarding relationships and decision making has strong direct effects on buyer-seller cooperation. Relationship and decision making, in turn, are affected by contextual uncertainty. The results highlight the importance of internal resources in firms in facilitating cooperation between buyers and sellers.

National Category
Economics and Business
urn:nbn:se:sh:diva-17366 (URN)10.1016/S0148-2963(01)00331-9 (DOI)000186224800004 ()2-s2.0-0041363269 (Scopus ID)
Available from: 2012-11-20 Created: 2012-11-19 Last updated: 2017-12-07Bibliographically approved

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