Can you think of any situations where the dyadic theory may not work?

Sellers are now recognizing the importance of the buyer-seller interaction, a dyadic relationship. A transaction, negotiation, or relationship can often be helped by certain characteristics of the buyer and seller in the particular encounter. Research suggests that salespeople tend to be more successful if they have characteristics similar to their customers in age, size, and other demographic, social, and ethnic variables.
Of course, in the selling situation this suggests that selecting and hiring sales applicants most likely to be successful might require careful study of the characteristics of the firm’s customers. Turning to the Pepsi/Coke confrontation in Brazil and Venezuela, the same concepts should apply and give a decided advantage to Coca-Cola and Roberto Goizueta in influencing government officials and local distributors. After all, in interacting with customers and affiliates, even a CEO needs to be persuasive in presenting ideas as well as handling problems and objections.