Exploration of congruence in perceptions of buyer–supplier attraction: A dyadic multiple case study |
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| Authors: | Anna Aminoff Kari Tanskanen |
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| Institution: | 1. University of Antwerp, Faculty of Applied Economics, Department of Management, City Campus, Prinsstraat 13, 2000 Antwerp, Belgium;2. Antwerp Management School, Sint-Jacobsmarkt 9-13, 2000 Antwerp, Belgium;3. University of Antwerp, Faculty of Applied Economics, StatUa Center for Statistics, City Campus, Prinsstraat 13, 2000 Antwerp, Belgium;1. Department of Marketing and Supply Chain Management, School of Business Administration, Wayne State University, Detroit, MI 48202, United States;2. Department of Supply Chain Management, WP Carey School of Business, Arizona State University, Tempe, AZ 85287-4706, United States;1. FOM Hochschule fuer Oekonomie und Management, Essen, Germany;2. Post-Doc at the Institute for Supply Chain Management—Procurement and Logistics (ISCM), EBS Business School, Konrad-Adenauer-Ring 15, 65187 Wiesbaden, Germany;3. Assistant Professor of Global Sourcing at the Institute for Supply Chain Management—Procurement and Logistics (ISCM), EBS Business School, Konrad-Adenauer-Ring 15, 65187 Wiesbaden, Germany |
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| Abstract: | In long-term complex buyer–supplier relationships, many exchanges are non-contractual, a factor that emphasizes the social dimension of the relationship. Previous studies have shown that attraction is a fundamental aspect of the social dimension and a main driver in non-contractual exchanges. Although attraction is a determinant of a relationship, many studies have examined the relationship only from the buyer's or supplier's perspective. Our study extends this research stream by considering the dyadic aspect of attraction and poses the following questions: Does the success of a relationship require that both parties perceive it to be attractive? How important is it to understand how the company looks in the eyes of the other party? In this paper, we explore the dyadic aspect of buyer–supplier attraction by analyzing six cases, two buyer firms and six supplier firms and by conducting a total of 43 interviews. By using cross-case analyses, we develop a set of proposals for explaining how congruence in perceptions of attraction affects relationship success. |
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| Keywords: | Attraction Buyer–supplier relationship Dyadic multiple case study |
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