Moreover, as an attitude it closes the loop from cognition to behavior by the influenced other party. By continuously offering favorable stimuli and managing the attraction process, boundary spanners can shape the decisions and behaviors of customers and suppliers to maximize benefits from exchange. If boundary spanning managers can liberate themselves from market logic, transactional practices, and power wielding, they may be capable of becoming attractive trading partners and develop their relationships to key customers and suppliers into the close range. This paper has attempted to offer some assistance in this managerial change process.