The Effects of Public Policy on Relationship Marketing: Market Effects Model of Relationship Regulation
Prior research suggests that positive outcomes emerge from inter-firm relationships. Few have examined negative outcomes such as anti-competitive behavior. This paper examines what happens to both positive and negative outcomes when close inter-firm relationships are regulated directly by public policy. Regulations intended to protect consumers and small retailers from anti-competitive behavior are founds to be effective in reducing the negative outcomes of such behavior yet they simultaneously have an unintended effect of dampening the positive outcomes that close inter-firm relationships provide.
Keywords: Marketing, Public Policy, Interfirm Relationships
Dr. Robert A. Robicheaux
Professor and Executive Director. Marketing & Industrial Distribution, Marketing and Industrial Distribution Program
He held marketing faculty positions at the University of Alabama (1977–2004), University of Tennessee (1974-77) and Louisiana State University (1973-74). He has lectured in the Melbourne Business School in Australia, the Manchester Business School in England, Echol des HEC, Montreal, Canada and Instituto Tecnologico y de Estudios Superiores de Monterrey in Guadalajara, Mexico.