B2B Marketing Theory, Institutional Economics and Austrian Economics on the Business Relationship in Light of Relationality and Organizationality

Michaela Haase ()
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Michaela Haase: Freie Universität Berlin

A chapter in Serving the Customer, 2023, pp 143-174 from Springer

Abstract: Abstract Taking reference to relational perspectives and to the idea of organizationality, this article wonders what different strands of Austrian economics and institutional economics can contribute to the understanding of the business relationship. This research question is fanned out along three core topics: (a)symmetries in the relationship; coordination and cooperation problems; and the distinction between organizational actors and organized social interaction. Drawing from insights gained from the theories used in this article, the article concludes that the business relationship is an organized form of social interaction, as are organizations and markets. Unlike the organization, however, the business relationship is a non-constitutional form of organized social interaction.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39072-3_6

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DOI: 10.1007/978-3-658-39072-3_6

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