Relational exchange: A review of selected models for a prediction matrix of relationship activities

Abstract

Four models of relational exchange are reviewed because they provide the foundation for a prediction matrix of partnering activities. Works by Anderson and Narus (1990), Dwyer, Schurr, and Oh (1987); Mohr and Spekman (1994); and Morgan and Hunt (1994) are reviewed to introduce relevant theoretical constructs and to illustrate the ways in which relationships have been deductively studied in marketing. A series of research conjectures are proposed and summarized in a prediction matrix of activities for firms in partnering and typical distributor-manufacturer relationships.