Transactional and Value Creational Sources of Dependence

ABSTRACT

This paper critically reviews the nature and the role of the dependence construct in buyer-seller relationships. A distinction is made between transactional sources and value creational sources of dependence, and five different variables: goals, exchange partner actions mediating goals, motivational investments in goals, the availability of alternative exchange partners and switching costs are found to account for what we refer to as “dependence.” The proposed framework adds potential clarity to discussions and disagreements regarding the dependence concept in buyer-seller relationships by providing a unifying frame of reference that permits us to compare the insights generated by different theories. One important implication is that contradictory recommendations of different governance theories are not contradictory after all since they consider different dependence situations. Accordingly, governance choices should be based on assessments of how firms depend on each other, and not only on assessments of how high this dependence is.     

Interaction processes in long-term relationships in the metal mining industry: Longitudinal case studies of capital equipment buying

This study investigates the development of the relationships between customers and suppliers of capital equipment in the mining industry. The interorganizational relationships were characterized along three sets of variables: context, task characteristics, and interaction processes. Longitudinal case study research was conducted, and four long-term relationships in the Portuguese metal mining industry were investigated. The domesticated nature of the market, compatibility of partners' objectives and strategies, and the choice of a direct channel are significant driving forces for the establishment and development of these relationships. Well-driven interaction processes were found determinant to relationship development and outcomes. Particularly, the extent of supplier-based adaptations and scope of after-sales agreements are core to relationship development and continuity.     

Using CRM to Manage Marketing Productivity

Abstract

The appropriate tool for measuring and managing marketing productivity is the present value of the total dollar contribution produced, divided by the total dollar value of the marketing effort expended to produce it. This ratio is referred to as the contribution return on marketing effort or CRM ratio. CRM integrated with activity based costing (ABC) and activity based management (ABM) systems, value analysis and value engineering (VA-VE) techniques offer a viable and practical foundation for managing customer relationship efforts and linking them to customer- and share holder value. The article offers a systematic approach for integrating contribution return on marketing (CRM) with customer relationship management (CRM).     

Category reviews as market-shaping events

This paper examines a series of category review meeting between manufacturers of fast-moving consumer goods and retailers as instances of market-shaping. Our point of departure is that markets are performed and shaped by multiple calculative agencies whose encounters are organized in routine fashion. Our empirical case focuses on the presentations of manufacturers of non-alcoholic beverages to one retailer during the annual cycle of reviews and negotiations that punctuate the implementation of exchange routines between these actors. Each presentation draws on a range of arguments, data, metrics, as well as ways of defining and segmenting the category to propose strategies that either reinforce the status quo or overturn well-established conventions. Category reviews illustrate both the negotiated and distributed character of market practices as well as their paradoxical character, at once dependent on stable institutional arrangements whilst continuously undermining the foundations of that stability.     

品牌关系中消费者心理契约的感知与测度

本文将组织行为学中心理契约的概念引入品牌关系研究，探寻品牌关系中消费者的心理契约感知，通过实证分析证实了消费者对心理契约感知比较关注的5个指标，确定了各指标的被关注程度，并考察了人口统计学因素对消费者心理契约的影响。     

Mature relationships: Why does relational orientation turn into transaction orientation?

One of the fundamental assumptions of relationship marketing is that the length of the relationship increases the relational orientation of the partners. Recently, however, researchers have suggested that the benefits of relationship marketing are not evident in a large number of industries [e.g., Journal of Marketing 64 (2000, October) 17]. In this paper, we examine these contradictory results and, using extant research in this area, we model the antecedents of mature relationships that lead to relational versus transactional orientation. Most buyer seller associations follow an s-shaped curve between partners' length of association and the relational orientation of the buyer. However, for some buyer-seller associations, we suggest that there is an inverted u-shaped relationship between relational orientation and length of association. We examine relational attributes and propose variables that are the antecedents of transactional orientation in mature relationships. Implications for theory and managerial practice are highlighted.     

External communication behaviour of purchasers—effects on supplier management performance

This article presents findings of a research effort that focuses on the relationships among the external communication behaviour of purchasers, individual and contextual factors and the performance in supplier management. Communication quantity, openness and friendliness were identified as dimensions of individual communication behaviour. Information and relationship quality were used as the two dimensions of communication quality. The results, based on structural equation analysis, provide support for the positive influence of individual communication behaviour on communication quality and supplier management performance. Results suggest that relationship quality appears to be of great significance in the model. Oral communication capability and purchasers’ attitudes towards individual communication with suppliers also play important roles in explaining external communication behaviour of purchasers.     

Exploring the concept of asymmetry: A typology for analysing customer-supplier relationships

In seeking to understand relationships between smaller suppliers and larger customers, there is a growing interest in examining the characteristics of asymmetry in relationships. However, there is a paucity of research that looks at the consequences of size asymmetry for smaller suppliers. Building on IMP (Industrial Marketing and Purchasing Group) research, this paper presents a typology for analysing the consequences of size asymmetry in customer-supplier relationships from the smaller supplier's perspective. The paper reports on the findings from a study involving a total of 48 interviews and eight in-depth case studies of suppliers in the UK textile industry involved in relationships with larger customers. The findings from the study show that the consequences of size asymmetry may vary widely across different relationship characteristics, with both positive and negative outcomes for suppliers. The implications of these findings are that suppliers may take advantage of the positive and constructive consequences of size asymmetry to capitalise on developing their current relationships with customers. In addition, by focusing on the positive consequences of size asymmetry, suppliers may develop the confidence and assurance to develop constructive and more balanced new customer relationships. The paper concludes by identifying the managerial implications for the development of opportunities and customer relationship options for suppliers in asymmetric relationships and proposes that it is important for suppliers to have an assessment instrument to identify the extent of asymmetry or symmetry across their customer relationships.     

Retailer entry conditions and wholesaler conduct: The theatrical distribution of motion pictures

I add to the empirical literature on vertical contracting and wholesaler conduct by using retailer entry conditions to infer unobserved choice variables and equilibrium responses to prices and advertising. After estimating the US demand for theatrical motion pictures from 1990–96, I apply these techniques to compare observed outcomes to predictions under various distributor-conduct hypotheses. While several caveats apply, results indicate that the hypothesis of competition among distributors fails to describe advertising levels or aggregate payments of theaters to studios. The hypothesis of some collusion among distributors, however, matches the data fairly well.     

Managing competitive software component supplier relationships

This study addresses purchasing challenges faced by companies buying commercial software components. The purpose is to find out how we can understand the purchasing challenges in software component business. First we develop pre-understanding based on knowledge on competitive supplier relationships and competitive bidding. This is elaborated empirically through a qualitative case study. We contribute to prior literature by concluding that the nature of software component supplier relationships is influenced by the object and costs of exchange. We also argue that, in markets like software component business, it is essential to pay attention to the development of the whole supply market.