An Empirical Examination of Boundary Conditions of Relational Exchange

Current marketing channel literature overwhelmingly suggests that entering exchange relationships leads to positive outcomes for the exchange parties. Yet, not all exchanges employ relational exchange. Thus, research appears to lack an understanding of the boundary conditions of successful relational exchange.

This dissertation contributes to filling this gap by clarifying what is understood as relational exchange and differentiating it from vertical integration. Here, a two-dimensional perspective on exchange structure is offered that integrates our view of relational exchange and extends the conceptualization of vertical integration beyond sole ownership.

To derive boundary conditions of relational exchange the literature on interorganizational relationships is integrated into six determinants and two key outcomes of relational exchange. These boundary conditions thus represent the facilitating circumstances that make relational exchange viable and the outcomes of relational exchange that exchange partners seek to achieve.