ABSTRACT
The reasons, found across various disciplines, underscore aspects of relationship development and management that make them prone to "the dark side." Pie expansion does not happen with a rush to long-term commitments or the investments of a single party. Open and frequent communication is critical—it is better to speak up about what bothers consumer than to let it go. Both partners need to be aware of their alternatives, and be willing to move on when the value is no longer there. Mutual customers and stakeholders must be considered and thorough communication at multiple levels of the organization is critical. Differentiated partners, few alternatives and fast-moving industries with fluctuating demand are also conducive. If there is a golden bullet, it would be that dedicated, investments from both sides make pie-expansion work. Specialized equipment, dedicated personnel, organizational processes and foregone opportunities are key to sustaining commitment over time.
