Maintaining client commitment in advertising agency-client relationships
Article Abstract:
A rapidly expanding base of theory and practice reflects the increased emphasis being placed on initiating, building, and maintaining close business relationships. Research on advertising agency-client relationships has been less complete with the focus being primarily on the diagnosis of failed relationships. This study examines the consequences of agency and client behaviors on the working relationships. The working relationship is then shown to influence agency performance and client disposition. Survey data collected from 194 advertisers show that agency and client behaviors influence productive interaction, conflict, and creative quality implementation. Results further indicate that agency performance increases client trust and commitment. Productive interaction also increases client commitment, whereas conflict decreases client commitment. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1997
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An interactive power activation approach to departmental influence in organizational purchasing decisions
Article Abstract:
This article proposes and tests a conceptual model of departmental influence in organizational purchase decisions based on three distinct streams of research in organizational behavior, political science, and marketing. Although the model does seem to fit the data quite well, explaining nearly half of the variance in departmental influence, some measurement problems were encountered. Findings indicate that power and stake are noncompensatory in their contribution to explaining differences in departmental influence. Implications for both managers and researchers as well as future research directions are discussed. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1998
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Influence strategies in organizational buying decisions
Article Abstract:
This study examines the effectiveness of seven influence strategies in influencing purchasing decision outcomes in the selection of the services of an advertising agency. Findings from 150 purchasing decisions provide an insight into the effectiveness of influence strategies. Managerial implications for both buyers and sellers are presented. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1996
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