Business-to-Business communication in a dynamic environment: A systematic adductive analysis referring to ramp-up management

ABSTRACT

The aim of this research note is to take stock of existing knowledge on the topic of Business-to-Business (B-to-B) communication and to conceptualize the exchange of information between buyers and suppliers in a dynamic environment. The dynamic business environment is referring to new product ramp-ups. Ramp-up, defined as the period between the completion of development and a stabile serial production, is of high importance for the success of manufacturing companies. During ramp-up, product specification, production machinery, and the number of finished products change over time. It is assumed that improved B-to-B communication is beneficial to achieve a high ramp-up performance. For the purpose of this research note a systematic review of the literature is used to analyze the status quo of existing communication concepts in ramp-up management. The article conducts a content analysis of a sample of 86 subject-relevant articles from academic journals. These preliminary findings suggest that, although B-to-B communication plays a central role in the management of (ramp-up) dynamics, the stock of knowledge in this peculiar area is limited to few specific findings. Communication is often mentioned as relevant, but further guidance on details, e.g. communication channels, roles, behavior, or communication content, is lacking. This research note identifies research gaps in the B-to-B communication literature regarding buyer-supplier communication in dynamic business situations and proposes several directions for future research. Managers should acknowledge that B-to-B communication is repeatedly mentioned in the literature as a source for improving competitiveness. Proper communication in buyer-supplier relationships becomes more important but also more challenging in dynamic business environments. This research note is addressing dynamic business environments and is focusing the role of B-to-B communication in production ramp-ups. Knowledge on the topic is consolidated, e.g. influence factors on communication, what provides a number of implications for practice and future research.