An Integrated Model of Buyer-Seller Relationships David T. Wilson Pennsylvania State University Relationships in business markets are increasingly impor- tant in many companies'operating strategies. A five-stage framework integrates the constructs most often examined in empirical relationship research with the stages of rela- tionship development (partner selection, defining purpose, setting relationship value, and relationship maintenance). The proposed model recognized that a variable may be active at certain stages and become latent in others. Re- search directions are proposed and managerial implica- tions discussed. Buyer and seller relationships have become an integral part of business-to-business operating strategies over the past 10 years. Academics have developed reasonably well supported models that define many of the relevant vari- ables that influence success or failure in a relationship (Anderson and Narus 1984, 1990; Anderson, Lodish, and Weitz 1987; Anderson and Weitz 1990; Hallrn, Johanson, and Seyed-Mohamed 1991; Wilson and Moiler 1991; Han and Wilson 1993; Morgan and Hunt 1994). We have less empirical knowledge about the process of relationship development. Dwyer, Schurr, and Oh (1987) and Wilson and Jantrania (1993) have suggested conceptual process models of relationship development, but these models do not integrate the existing knowledge about the variables that make for a successful relationship. A next logical step is to create a model that integrates the variables of the empirical "success" models with the stages in the relation- ship process models. My objective is to develop an integrated model that blends the empirical knowledge about successful relation- ship variables with the conceptual process models. Most relationship studies have been cross-sectional in design, which limits the extent to which the impact of situational Journal of the Academy of Marketing Science. Volume 23, No. 4, pages 335-345. Copyright 9 1995 by Academy of Marketing Science. variables are captured in the study. In addition, the influ- ence of the different stages of the relationship development process are not accounted for within a cross-sectional design. I have conducted several cross-sectional studies and believe that some of the richness in the real world is lost. Although many variables have been used in modeling relationships, some variables are strong candidates for core relationship building blocks. When we look at relation- ships in cross-section, we lose the insights that emerge from looking at the process of relationship development. I propose to integrate the knowledge we have gained from the empirical studies that have been done with the concep- tual models of relationship development process. The re- sult is a model that argues that many of the variables are active at different stages and become latent in others. Because our focus is on buyer-seller relationships in business marketing situations, I develop an argument that relationships are likely developed in high-impact areas in the buying area. Next the substantial body of literature on relationships, partnerships, strategic alliances, and joint ventures is reviewed to create a list of relationship success variables that should be included in the model. A five-stage process model emerges from the literature and is the frame- work for the development of an integrated model. I argue that variables are the focus of the partners' attention in some stages and latent in other stages. A variable is latent when it is in the background of the current interaction between the partners but is not receiving their attention. I conclude with a discussion of the need to reflect situational factors in our future research. THE CONTEXT OF BUYER-SELLER RELATIONSHIPS Relationships between buyers and sellers have existed since humans began trading goods and services. These relationships developed in a natural way over time as the buyers and sellers developed trust and friendships sup- ported by quality products and services. Today these rela- tionships have become "strategic" and the process of