Factors of determining long-term orientation in interfirm relationships |
| |
Authors: | Sungmin Ryu Jeong Eun Park Soonhong Min |
| |
Affiliation: | aSungKyunKwan University, School of Business, Business school building #412, 53 Myoungnyun-dong, 3-ga, Jongno-gu, Seoul, 110-745, South Korea;bEwha Womans University, College of Business Administration, 11-1 Daehyun-Dong, Seoul, 120-750, Korea;cThe University of Oklahoma, 307 West Brooks, Room 1, Norman, OK 73019-4001, United States |
| |
Abstract: | Marketers have witnessed a paradigm shift in which establishing, maintaining, and forging long-term buyer–seller relationships are considered the core of marketing activities. Accordingly, investigating a long-term orientation (LTO) has become a steady research stream in the marketing literature. Building on this on-going research stream, this study confirms that an essential precursor of a manufacturer's LTO is trust that, in turn, is formed by relational norms and satisfaction with supplier performance. Interestingly, however, the seemingly strong trust–LTO path is moderated by both power asymmetry and environmental uncertainty in buyer–seller relationships. The empirical findings suggest that regardless of emerging relationship marketing where buyer and seller are portrayed as parts of a team, power is still in use to control suppliers. In addition, a manufacturer facing uncertainty is less likely to form LTO toward its supplier for fear of losing flexibility in the time- and quality-based competition. |
| |
Keywords: | Long-term orientation (LTO) Trust Power asymmetry Environmental uncertainty |
本文献已被 ScienceDirect 等数据库收录! |
|