Paper info

Perceiving the underlying equity and dynamics in the businness relationship : What is the role of emotions. A qualitative exploratory study

Soulier stephanie

The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.

This research studies the impact of the fairness perceived by the vulnerable partner over his behaviours and attitudes. The literature shows that fairness is the core concept of trade relations, however, scarce are the interorganisational marketing studies that tackle this aspect which we place at the center of our study.