The Effects of Public Policy on Relationship Marketing: Market Effects Model of Relationship Regulation

Dr. Robert A. Robicheaux
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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
Stream: Economics and Management
Presentation Type: Paper Presentation in English
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Dr. Robert A. Robicheaux

Professor and Executive Director. Marketing & Industrial Distribution, Marketing and Industrial Distribution Program
School of Business, University of Alabama at Birmingham

Birmingham, Alabama, USA

Robert was recognized in the Marketing Educator (American Marketing Association, Summer 1997) as one of the “Best Researchers” in Marketing. He has been designated a Distinguished Fellow of the Society for Marketing Advances in recognition of a lifetime of service and achievement. His research is published in the Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Business Research, Journal of Managerial Issues and other business and marketing journals.

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.

Ref: I07P0224