From a theoretical viewpoint, the boundary spanning view of attachment suggests that social themes bind and align inter-firm linkages that explicitly or implicitly agree on common bases or attachments. Such attachments are more likely to result in enduring relationships and cooperation compared to linkages devoid of common bases of attachment. Cyert and March (1963) argued that organizations can be characterized as a social network comprised of actors, and the behavior of these actors typifies motives for decision making in organizations. This proposition is consistent with the organized behavior system espoused by Alderson , who argued that interactions within an organized behavior system, such as a marketing channel, are strong when channel participants are willing to accept substantial costs and risks to ensure the survival of remaining channel members.