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Actors, resources, activities and commitments

Research output: Contribution to journalJournal article


Journal publication date07/2009
JournalIndustrial Marketing Management
Number of pages9
Original languageEnglish


A new concept, commitments, is introduced and defined as “agreements between two or more social actors to carry out future actions” and its incorporation into, and articulation of, the actors–resources–activities model described. Commitments are distinguished from the concept of commitment as traditionally used in
inter-organisational relationships. The latter is mainly an affective measure at the level of an individual concerning the general relationship between buying and selling organisations. By contrast commitments are agreements made between actors and range from the specific and everyday to the general and strategic.
The theoretical background and nature of commitments are described and how commitments relate to and enrich each of the elements of the ARA model demonstrated. The application of the concept to B2B relationships at the level of individual, group, organisational and net actors is set out and implications of the
use of the commitments concept for researchers and managers are suggested.