Revisiting the norm concept in relational governance (original) (raw)

Industrial Marketing Management, 2009

Abstract

In this paper two of the fundamental issues concerning the norm concept, its definition and its classification, are explored. First, in the field of marketing, norms have been defined as expectations developed by actors concerning other actors' behavior in a given context [Jap, S., & Ganesan, S. (2000). Control mechanisms and the relationship life cycle: Implications for safeguarding specific investments

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