A Study on the Antecedent Variables of Relationship Structure Type

기업간 관계구조 관리유형의 선행변수에 관한 연구

The focus of marketing study on the strategic tools has shifted from traditional 4Ps'(product, price, place and promotion) to macro relationship marketing which places emphasis on interfirm relationships. The purpose of this study is to develope antecedent variables of relationship type which play the most important role of interfirm relationships, and the antecedent variables of relationship structure comprises three factors : 1) transactional relationship structure, 2) hierarchical relationship structure and 3) embedded relationship structure.