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The effects of previous episodes in business‐to‐business interaction

The effects of previous episodes in business‐to‐business interaction Purpose – This paper seeks to analyse the effects that previous episodes have on business‐to‐business relationships and how these episodes can influence the parties’ responses to a particular act. This investigation uses a network approach to investigate this relational situation. Design/methodology/approach – A single case study was used based on dozens of semi‐structured interviews to explore this phenomenon. Qualitative information was gathered. In addition to interviews, review of documents and observation were also completed. Findings – It was found that varied outcomes occurred in the relationships and are a consequence of the contexts brought to bear on the dealers’ interpretations of the act of introducing a new agreement. New dealer relationships were strengthened, while established dealer relationships may have been weakened. Practical implications – A long‐term relationship, built through exchanging acts over time, conditions the counterpart's response to the focal company's act. This research shows that this can happen even in cases in which the relationship could be reasonably classified as Customer partnership. The dealers’ reactions suggest that different network positions were occupied by the two different types of dealers, established and new. Even though their roles in the supply chain could be deemed as identical, it appears as if the parties’ obligations and rights were different. Originality/value – The paper illustrates the importance of good business relationships. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research News Emerald Publishing

The effects of previous episodes in business‐to‐business interaction

Sergio Biggemann; Francis Buttle
Management Research News , Volume 30 (6): 13 – May 29, 2007
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References (36)

Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
0140-9174
DOI
10.1108/01409170710751890
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper seeks to analyse the effects that previous episodes have on business‐to‐business relationships and how these episodes can influence the parties’ responses to a particular act. This investigation uses a network approach to investigate this relational situation. Design/methodology/approach – A single case study was used based on dozens of semi‐structured interviews to explore this phenomenon. Qualitative information was gathered. In addition to interviews, review of documents and observation were also completed. Findings – It was found that varied outcomes occurred in the relationships and are a consequence of the contexts brought to bear on the dealers’ interpretations of the act of introducing a new agreement. New dealer relationships were strengthened, while established dealer relationships may have been weakened. Practical implications – A long‐term relationship, built through exchanging acts over time, conditions the counterpart's response to the focal company's act. This research shows that this can happen even in cases in which the relationship could be reasonably classified as Customer partnership. The dealers’ reactions suggest that different network positions were occupied by the two different types of dealers, established and new. Even though their roles in the supply chain could be deemed as identical, it appears as if the parties’ obligations and rights were different. Originality/value – The paper illustrates the importance of good business relationships.

Journal

Management Research News – Emerald Publishing

Published: May 29, 2007

Keywords: Business‐to‐business marketing; Business policy; Networking

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