Towards an understanding of attraction in buyer–supplier relationships |
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Authors: | Kim Sundtoft Hald Carlos Cordón Thomas E Vollmann[Author vitae] |
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Institution: | aCopenhagen Business School, Department of Operations Management, Solbjerg Plads 3, 2000 Frederiksberg, Denmark;bIMD — International Institute for Management Development, 23, Chemin de Bellerive, P.O. Box 915, CH-1001 Lausanne, Switzerland |
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Abstract: | 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. |
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Keywords: | Buyer&ndash supplier relationships Relationship value Trust Dependence Attraction |
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