What do we know about buyer–seller negotiations in marketing research? A status quo analysis

The main objective of this study is to provide an overview of the current status quo of negotiation research in marketing. In this context, we first conduct a quantitative analysis of existing literature on buyer–seller negotiations. Specifically, we undertake a screening of 10 high-ranking marketing journals so as to identify the body of negotiation-related articles within marketing. In a next step, the identified articles are subjected to both content and co-citation analyses. To this end, we modify the interaction model of the IMP Group in order to comprehensibly structure the existing findings. In a last step, these findings are presented to various negotiation experts to verify their practical relevance. From this multi-step procedure, we derive sound implications for research and practice.     

A simulation of business-to-business decision making in a relationship marketing context

The dynamic and interactive SUGARSCAPE simulation is adapted to represent agent-based relationship marketing models in business-to-business exchanges. Computer-generated selling agents operate in complex environments using relationship marketing approaches that may or may not be uniformly distributed inside their organizations. The intricate nature of these models also allows for diverse combinations of buyer traits that impact their decisions as well as seller profitability. These features include individual and firm exchange experiences, the ability to identify and to become loyal to sellers, and the sharing of information within and among buyer firms. Relationship marketing is played out or operationalized based on pricing tactics that show differences between asking prices and post-exchange value.     

Response bias in the measurement of salesperson orientations: The role of impression management

Impression management has long been recognized as a form of response distortion in the self-reported attributes and attitudes of salespersons and job applicants. In this study we examine whether measures of salesperson orientations may be susceptible to this self-enhancing response bias. Salesperson orientations examined include customer and selling orientations, and sales learning and performance orientations. Characteristics of these response biases include extreme responses to job desirable items, low construct reliability, low predictive validity, and a factor structure in which job-desirable items form a common factor. The analysis of a survey of pharmaceutical salespersons suggests self-enhancing responding may be a problem in the measurement of salesperson orientations. We identify steps that firms and researchers can take to identify self-enhancing responses.     

Towards an understanding of attraction in buyer–supplier relationships

This paper explores how firms are attracted to one another within buyer–supplier dyads. It draws attention to ways of managing in a relational mode as an alternative to managing in a controlling mode. This study argues that in order to improve value creation and value transfer in buyer–supplier relationships it is not enough to optimize and coordinate management and control systems. Following Dwyer et al. [Dwyer, R., Schurr, P.H. and Oh, S. (1987). Developing buyer–seller relationships. Journal of Marketing, 51: 11–27.], it argues that mutual attraction is important in developing relationships. It is also argued that this can be achieved through a range of perceptual approaches and actions, which enhance performance between the parties involved. A conceptual model of attraction is developed with theoretical underpinnings in social exchange theory. It proposes three behavioral constraints: expected value, trust, and dependence. These components of attraction interact to draw dyadic parties closer together or push them apart. Finally, implications for research and practice are discussed.     

Fundamental and technical analysis: substitutes or complements?

Although the fundamental and technical analysis literatures invest considerable effort in assessing their respective ability to explain share prices, they invariably do so without reference to each other. In this context, we propose an equity valuation model integrating both fundamental and technical analysis and, in doing so, recognize their potential as complements rather than as substitutes. Testing confirms the complementary nature of fundamental and technical analysis by showing that, although each performs well in isolation, models integrating both have superior explanatory power. While our findings relate to the valuation of shares, they also have implications for other valuation exercises.     

Product and relationship quality influence on customer commitment and loyalty in B2B manufacturing relationships

The article examines how product and relationship quality influence customer commitment along with their combined effect on customer loyalty. The results show that product quality influences positive and negative calculative commitment. With regard to relationship quality, its “social” dimensions such as cooperation and trust have a much greater influence on commitment than its “technical” dimensions such as knowledge transfers and adaptation. On the “social” side, cooperation and trust positively influence affective and normative commitment, with trust also positively affecting positive calculative commitment, while on the “technical” side the only significant link is between adaptation and normative commitment. As for the consequences of commitment, affective commitment positively influences attitudinal and behavioral loyalty, while negative calculative commitment positively influences behavioral loyalty. In addition to indirect effects, product quality also directly positively influences attitudinal and behavioral loyalty. The results imply that customer loyalty depends more on “emotional” (affective commitment) than on “rational” (negative calculative commitment and product quality) motivation to continue the relationship.     

Managing customer share in key supplier relationships

Supply base consolidation is an important issue in many business markets. Against this background, the allocation of purchasing budgets across vendors becomes an area of vital interest to suppliers. In the present research, we argue that customer share is a key decision variable in business marketing settings and investigate how a supplier can proactively manage the share of its customer's business. We report the results of a cross-sectional study among purchasing managers in U.S. manufacturing industries. Our findings confirm the role of customer value as an antecedent to customer share in business relationships. The study further shows that customer share influences the stability of key supplier relationships. Rather than displaying a direct impact, our results suggest that trust mediates and dependence moderates the link between customer share and search for alternative suppliers. Based on these findings, we propose a framework for managing customer share in key supplier relationships. Four approaches of how industrial vendors can proactively manage customer share are discussed.     

A firm's capability to calibrate supply chain knowledge—Antecedents and consequences

This paper proposes a conceptual model for a firm's capability to calibrate supply chain knowledge (CCK). Knowledge calibration is achieved when there is a match between managers’ ex ante confidence in the accuracy of held knowledge and the ex post accuracy of that knowledge. Knowledge calibration is closely related to knowledge utility or willingness to use the available ex ante knowledge: a manager uses the ex ante knowledge if he/she is confident in the accuracy of that knowledge, and does not use it or uses it with reservation, when the confidence is low. Thus, knowledge calibration attained through the firm's CCK enables managers to deal with incomplete and uncertain information and enhances quality of decisions. In the supply chain context, although demand- and supply-related knowledge is available, supply chain inefficiencies, such as the bullwhip effect, remain. These issues may be caused not by a lack of knowledge but by a firm's lack of capability to sense potential disagreement between knowledge accuracy and confidence. Therefore, this paper contributes to the understanding of supply chain knowledge utilization by defining CCK and identifying a set of antecedents and consequences of CCK in the supply chain context.     

A literature review and future agenda for B2B branding: Challenges of branding in a B2B context

The existing body of research knowledge on brand management has been predominantly derived from business-to-consumer markets, particularly fast moving consumer goods and has only recently started to expand in other contexts. Branding in business-to-business markets has received comparatively little attention in the academic literature due to a belief that industrial buyers are unaffected by the emotional values corresponding to brands. This paper provides a critical discussion of the fragmented literature on business-to-business branding which is organized in five themes: B2B branding benefits; the role of B2B brands in the decision making process; B2B brand architecture; B2B brands as communication enablers and relationship builders; and industrial brand equity. Drawing on the gaps and contradictions in the literature the paper concludes by proposing an agenda for future research.     

Investing in innovation to enable global competitiveness: The case of Portugal

The concept of leveraged innovation to create wealth within regions, countries and economies is not a new concept. Competitiveness of regions in the increasingly global economy now requires not only that innovation be present within a regional economy, but also that mechanisms exist to effectively transfer those developed innovations from the research laboratory to the marketplace. It is surmised that increased innovation, and the transfer of this innovation, can lead to increased prosperity of regions (Porter). As such, many developing countries around the world are looking at investments in innovation as a means to spur regional economic development and wealth creation while preserving national competitiveness. That said, innovation investment is by no means an exact science. Historically, typical “innovation investments” have been focused on “tangible” capital infrastructure projects such as the establishment of incubators and science parks. While many regions point to the existence of such tangible innovation assets as proof of investment in innovation, it has been discovered that in some cases, an investment in the capacity building of human networks to engage in technology transfer and commercialization related activities can act as a stronger facilitator for the transformation of economies and produce a larger return on investment in innovation for the country. Given not only Portugal's, but other regions throughout the EU-Zone, recent financial and economic woes, it bears examination on whether investing in the innovation and technology transfer knowledge and “know how” of key human networks within a struggling economy is a worthwhile investment for financially struggling countries during the current times of fiscal crisis.