Knowing me,knowing you: Self- and collective interests in goal development in asymmetric relationships |
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| Institution: | 1. University of Southern Denmark, Department of Entrepreneurship and Relationship Management, Universitetsparken 1, 6000 Kolding, Denmark;2. ESC Rennes School of Business, 2 Rue Robert d''Arbrissel, 35065 Rennes Cedex, France;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. Lancaster University, Management School, Lancaster LA1 4YW, UK;2. Business Ecosystems Research Group, School of Business and Management, Queen Mary University of London, London E1 4NS, UK;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;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 |
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| Abstract: | This paper investigates how self-interests and collective interests in goal development are manifested in the context of asymmetric customer–supplier relationships. Taking an interaction approach (IMP Group, 1982), a conceptual structure highlighting possible patterns of characteristics of the asymmetric customer–supplier relationship and approaches to self- and/or collective interests in goal development has been created.Based on a multiple case study approach, the findings suggest that smaller suppliers who deliberately pursue self-interest in their business activities with larger customers experience better outcomes. Larger customers recognise that the creation of collective business goals enhances the outcome of joint efforts in terms of market impact and profitability. The findings also highlight that trust is perceived as a necessity for the development of collective interests in asymmetric relationships and that the power of the larger customer is not perceived as a constraint. A key conceptual contribution is the identification of two distinct types of asymmetric relationships: ‘product/technology-oriented’ in which self-interest dominates by focusing on one party's resources for developing new products or technology and ‘complementary competencies-oriented’ in which collective interests link the competencies of the larger and smaller party for new joint business ambitions. |
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