Company performance is increasingly affected by a range of external factors embedded
in a complex network of action controlled by other companies’ in its environment. A well
managed company, it’s argued, is one that is aware of these external factors, and one who
in response seeks to implement tactics maximizing own influence and control over them.
Information gathering and model building are tactics normally used in this effort.
However, in this article we discuss a third tactic, the tactic of attraction in dyadic
relationships. Founded on the theory of social exchange and based on literature reviews
on long-term-orientation in relationships and relationship value we develop a conceptual
model highlighting the components of attraction in business to business relationships.
First we demonstrate how the force of attraction can be understood as partners expected
relationship value and how expected relationship value in turn is strengthened or
weakened by partner- comfortability and dependability. Then we show how partners
perceived attraction towards an industrial company can be managed using a combination
of structural- and behavioral adjustments.
Key words: Inter-organizational relationships; Relationship Management; Relationship-value;
Attraction
