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This article has airly powerful implications when allocating investments in marketing dollars on inter-organizational performance. 

In the article below, summarize:

1) Drivers of successful inter-organizational relationship performance,

2) Relative efficacy of these four perspectives for driving performance.

3) Results of four frameworks, highlighting implications of how these frameworks impact an organization.

4) How managers can increase performance by shifting resources from relationship building to specifically targeted investments to improve the relationship's ability to create value.  What is the impact of allocating more relationship efforts and investments on exchanges in markets with higher levels of uncertainty?

Robert W. Palmatier, Rajiv P. Dant, & Dhruv Grewal, "A Comparative Longitudinal Analysis of Theoretical Perspectives of Inter organizational Relationship Performance"