Perceptual gaps and similarities in buyer-seller dyadic relationships |
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Authors: | Bradley R Barnes [Author Vitae] Pete Naudé [Author Vitae] Paul Michell [Author Vitae] |
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Institution: | a Leeds University Business School, University of Leeds, Western Campus, Leeds LS2 9JT, United Kingdom b Manchester Business School, Booth Street West, Manchester, M15 6PB, United Kingdom c Leeds University Business School, University of Leeds, Western Campus, Leeds LS2 9JT, United Kingdom |
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Abstract: | The research aims to develop a conceptual framework to explore dyadic relationships across a range of industries, involving firms of different size (Medium Sized Enterprise (MSE) suppliers and Multinational Enterprise (MNE) buyers). The purpose is to explore dyadic views of three different relationship durations, identify where perceptual gaps may exist at the various stages, and address these in order to improve relational exchange. A triangulated methodology is implemented with data initially obtained from fifty-four dyads. These findings suggest: a) similar views are associated with the performance and importance attached to four relationship dimensions measured, b) significant perceptual differences are more apparent in shorter term relationships, c) overall suppliers have stronger views of the relationship, and d) relationships may not necessarily follow a linear development path over time. Three case studies offer qualitative insights, several managerial implications are extracted, and a strategic matrix developed related to the management of different typologies of relationship exchange. |
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Keywords: | Dyadic relationships Gap analysis Relationship dimensions Business-to-business |
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