Norms in Relational Exchange : What We Do Know and What We Do Not Know
نویسندگان
چکیده
Over the past 15 years, relational exchange theory (RET) has increasingly received attention in the marketing literature. Marketing scholars have particularly contributed to the empirical verification of the norm concept which occupies a central role in RET. However, a vast set of potential norms is discussed in the literature. The author provides a review of more than 30 articles drawing upon RET. Based upon this review he identifies a set of ten governance norms which may be considered as being of particular relevance to relational governance.
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