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Main Examination Period 2025 – January – Semester A - Timed Examination

Module Code and Title: BUSM096 Business Relationships and Networks

Date of exam: 7 January  2025

Question 1

Choose three important concepts relating to business relationships. Why are they important for explaining  business  relationships  (e.g.,  how  do  they  fit  into  a  model  that  explains business relationship performance). How does each of these concepts relate to grounding theories? Are these concepts representing relationship marketing instruments, and if not, how  could  instruments  affect  them?  Use  the  Hatteland/Autostore  –  Amazon  business relationship use case to exemplify your answers. [50 Marks]

Question 2

A supply chain manager states about their firm’s supplier business relationships: “I manage all my supplier relationships in the same way” . Critique this statement by referring to at least four important concepts and theories relating to business relationships (one should be the relationship lifecycle concept, another one should be Transaction Cost Economics). [50 Marks]

Question 3

Outline the ‘narrow definition’ of the concept of the dark side of business relationships. What are mechanisms that drive the dark side? What are managerial activities that could mitigate against the dark side of business relationships. How could a focal firm know that one of their business  relationships  is  ‘dark’?  Use  the   Hatteland/Autostore  –  Amazon  business relationship use case to exemplify your answers. [50 Marks]

Question 4

Is the marketing in business relationships the same as in business networks? What are additional concepts and instruments used to manage in a network? How can the concept of network pictures be used for managing in networks, and how does it link to concepts around ‘networking’, e.g. by Ford? [50 Marks]