Shaping the development trajectories of exchange relationships

Researchers from University of Melbourne, ESSEC Business School, and University of Wisconsin—Madison published a new paper in the Journal of Marketing that provides fresh insights into some of the underlying processes by which exchange relationships evolve over time and how their development trajectories can be purposely shaped. The central premise is that a relationship starts with a particular constellation of positive (forbearance) and negative (information asymmetry) conditions. It then subsequently evolves along certain generic paths or processes (decay, passive learning) towards a set of evolved conditions (indifference, familiarity). 

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