Key supplier relationships and product introduction success: The moderating roles of self-enforcement and interdependence between buyer and supplier |
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| Institution: | 1. College of Business Administration, Huaqiao University, Quanzhou 362021, China;2. Marketing Research Centre, Leeds University Business School, UK;3. Department of Management and Marketing, Faculty of Business Administration, University of Macau, Avenida Padre Tomas Pereira, China;1. Department of Business and Information Technology, Missouri University of Science and Technology, 107 I Fulton Hall, Rolla, MO 65409, USA;2. Department of Mathematics and Statistics, Missouri University of Science and Technology, 110 Rolla Building, Rolla, MO 65409, USA;1. Department of Marketing, Lancaster University Management School, Lancaster LA1 4YX, UK;2. Department of Marketing and Strategy, Stockholm School of Economics, P.O. Box 6501, S-113 83 Stockholm, Sweden;1. Queen''s University Management School, Queen''s University Belfast, Riddel Hall, 185 Stranmillis Road, Belfast BT9 5EE, Northern Ireland, UK;2. Birmingham Business School, University of Birmingham, University House, Edgebaston, Birmingham B15 2TY, UK;3. Kent Business School, University of Kent, Canterbury, Kent CT2 7PE, UK |
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| Abstract: | This study investigates the extent to which strong relationships between a firm and its key suppliers promote effective new product introduction. Building on the relationship marketing literature, we identify self-enforcement and interdependence as two contingent relational variables that influence the strength of the buyer–supplier relationship. We use data from a survey of 2331 manufacturing firms in China to test the hypotheses. The results show that strong relationships with key suppliers correlate with product introduction success and that this positive effect is contingent on the two relational variables identified. Self-enforcement strengthens the utility of strong supplier relationships for these Chinese manufacturers, and buyer–supplier interdependence enhances this relationship. |
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