“…Macneil's (1983) approach to relational norms as the basis for 'relationality' in business relationships has been widely adopted among marketing scholars. Norms are role expectations that fall on the other party and refer to such behavioral dimensions as long-term orientation, role integrity, relational planning, mutuality, solidarity, flexibility, information exchange, conflict resolution, restraint in the use of power, and monitoring behavior (Blois, 2002;Ivens 2004).…”