What do we Really Know About What we Know? The Nature of Relationship Governance in the Reverse Supply Chain
Inter-organizational relationships have received significant attention in the marketing channels literature (Anderson and Weitz, 1992; Mohr and Spekman, 1994; Morgan and Hunt, 1994). More recently, the supply chain literature has emphasized the importance of cooperative inter-firm relationships for achieving competitive advantage (Mentzer et al., 2001; Rogers and Leuschner, 2004). While understanding supply chain relationships is important in the forward supply chain, relationships are important in the reverse supply chain as well.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Digital Object Identifier (DOI)
Frankel, Mollenkopf, D. A., Russo, I., Coleman, B. J., & Dapiran, G. P. (2015). What do we Really Know About What we Know? The Nature of Relationship Governance in the Reverse Supply Chain. In Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing (pp. 96–99). Springer International Publishing. https://doi.org/10.1007/978-3-319-24184-5_23