A market-level model of relationship regulation

Richard L. Flight, John R. Henley and Robert A. Robicheaux

Journal of Business Research, 2008, vol. 61, issue 8, 850-858

Abstract: This research examines the moderating effects public policy has on relationship strength in a relationship marketing context. Prior research suggests that many positive outcomes emerge from forming inter-firm relationships, yet few examine potential negative outcomes such as anti-competitive behavior. This paper examines what happens to both positive and negative outcomes, when close inter-firm relationships are regulated directly by public policy. It is found that regulations intended to protect consumers and small retailers from anti-competitive behavior are effective in reducing the negative outcomes of such behavior, yet they simultaneously have an unintended effect of dampening the positive outcomes that close inter-firm relationships provide.

Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:61:y:2008:i:8:p:850-858

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