RELATIONAL EXCHANGE - A REVIEW OF SELECTED MODELS FOR A PREDICTION MATRIX OF RELATIONSHIP ACTIVITIES

Four models of relational exchange ave reviewed because they provide t he foundation for a prediction matrix of partnering activities. Works by Anderson and Narus (1990), Dwyer, Schurr, and Oh (1987); Mohr and S pekman (1994); and Morgan and Hunt (1994) are reviewed to introduce re levant theoretical constructs and to illustrate the ways in which rela tionships have been deductively studied in marketing. A series of rese arch conjectures are proposed and summarized in a prediction matrix of activities for firms in partnering and typical distributor-manufactur er relationships. (C) 1997 Elsevier Science Inc.