Revisiting the norm concept in relational governance

In this paper two of the fundamental issues concerning the norm concept, its definition and its classification, are explored. First, in the field of marketing, norms have been defined as expectations developed by actors concerning other actors' behavior in a given context [Jap, S., & Ganesan, S. (2000). Control mechanisms and the relationship life cycle: Implications for safeguarding specific investments and developing commitment. Journal of Marketing Research, 37, 227–245; Heide, J. B., & John, G. (1992). Do norms matter in marketing relationships? Journal of Marketing, 56, 32–44]. An analysis of to what extent this definition is in line with the definitions made in other disciplines will be carried out. Secondly, an identification of typologies of norms, which allows classifying different norms, will be set forth.