849954 sisus

aptation is assimilation, in which the process or a procedure will be incorporated
fully; as a consequence similar processes exist between two parties. This is
close to diffusion between partners - a consequence which has been proposed
by Brennan and Turnbull (1998a, 1998b) - for adaptation in the broadest and
tightest sense.
The adaptation process can be associated with the learning process as well.
Through cognitive bonds it is one of the major assurances for an on-going relationship;
it can be even a prerequisite when a relationship is established. Furthermore,
without adequate adaptation, a relationship may not be developed
properly in the long-run. Easton (1992) distinguishes between two elements -
adaptation and exchange - when elaborating a simple transaction between partners.
The more exchange there is between the partners involved, the more
probable intensive adaptation will be. Moreover, adaptation has a long term notion.
In this sense adaptation is even required to ensure a long-term relationship.
Adaptation per se is associated with activity links which are ‘used in order to
grasp to what extent adaptation of the firms’ respective activity structure has
been done‘ (Dubois and Waluszewski 1998, 187). There have to be some modified
and re-organised activities (and later activity structure configurations) in order
to ensure the maintenance of the exchange relationship.
Interaction Processes, Emergence of Relationships and
Outcomes: a Synthesis
Considering the discussion in the previous chapters, it is now proposed that interaction
has two complementary aspects: processes and outcomes. These aspects
can be found among all the actors involved: interaction is a multilevel phenomenon
due to numerous managerial levels that are exposed to exchange.
Besides personal - which can be formal or informal - impersonal interaction is
apparent, e.g. technological adaptations. The following illustration depicts the
levels of interaction with four distinctive layers (modified from Frankel et al.
1996, Han 1997, 23 and Möller and Wilson 1995):
43