In order to get good access to a buyer's resources, which contribute to relationship value creation, a seller needs to put resources into the relationship, and the bonds between the buyer and seller need to be strong. This paper reports on a preliminary study that assesses how the expected level...

This essay elaborates on the usefulness of embracing complexity theory, modeling outcomes rather than directionality, and modeling complex rather than simple outcomes in strategic management. Complexity theory includes the tenet that most antecedent conditions are neither sufficient nor...