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Buyer attractiveness as a catalyst for buyer-supplier relationship development




TekijätHannu Makkonen, Mervi Vuori, Miia Puranen

KustantajaElsevier

Julkaisuvuosi2016

JournalIndustrial Marketing Management

Lehden akronyymiIMM

Vuosikerta55

Aloitussivu156

Lopetussivu168

Sivujen määrä13

ISSN0019-8501

DOIhttps://doi.org/10.1016/j.indmarman.2015.09.004


Tiivistelmä

The concept of buyer attractiveness has received increasing scholarly attention in the recent business marketing literature, yet empirical studies of the dynamics between buyer and supplier attractiveness and their implications for relationship development are scarce. The research framework presented in this study suggests that buyer attractiveness is connected, first, to supplier's experienced and expected business outcomes within the focal relationship, and second, to the leverage impact of the focal relationship on supplier's other relationships. A qualitative case study of two buyers and their key suppliers scrutinizes the dimensions of attractiveness associated with relationship development. The findings indicate that attractiveness and adaptations performed by the buyer and the supplier are interlinked in a mutually reinforcing or deteriorating manner, forming a mechanism that catalyzes relationship development. These findings and the resultant empirically grounded framework provide a conceptualization and enhanced understanding of the dynamics between attractiveness, adaptations and relationship development.



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