Developing the Concept of Asymmetrical and Symmetrical Relationships
نویسندگان
چکیده
The concept of asymmetrical and symmetrical relationships is not one that has been well-defined in industrial marketing literature. Although various authors have pinned this title on relationships where there is an imbalance in one or a few characteristics, such as commitment, power or dependence (e.g. Gundlach, Achrol and Mentzer, 1995; Söllner, 1998), knowledge or initiation of change (Holmlund and Kock, 1996), there is yet no clear definition of what constitutes an asymmetrical or symmetrical relationship or what these types of relationships mean for the firms involved.
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