Purpose The purpose of this paper is to reveal the interdependencies involved and how interaction takes place in the context of a project organization as a network of academic and business actors. Design/methodology/approach This study focuses on relationships between business and academia and...

Discusses the validity of classifying transaction and relationship exchanges (and marketing theories) according to whether the selling firm is operating in consumer or industrial markets. It is only recently that relationship marketing, and thus the exchange relationship paradigm, has started to...