Perceptual gaps and similarities in buyer-seller dyadic relationships

Bradley R. BARNES*, Pete NAUDÉ, Paul MICHELL

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)peer-review

54 Citations (Scopus)

Abstract

The research aims to develop a conceptual framework to explore dyadic relationships across a range of industries, involving firms of different size (Medium Sized Enterprise (MSE) suppliers and Multinational Enterprise (MNE) buyers). The purpose is to explore dyadic views of three different relationship durations, identify where perceptual gaps may exist at the various stages, and address these in order to improve relational exchange. A triangulated methodology is implemented with data initially obtained from fifty-four dyads. These findings suggest: a) similar views are associated with the performance and importance attached to four relationship dimensions measured, b) significant perceptual differences are more apparent in shorter term relationships, c) overall suppliers have stronger views of the relationship, and d) relationships may not necessarily follow a linear development path over time. Three case studies offer qualitative insights, several managerial implications are extracted, and a strategic matrix developed related to the management of different typologies of relationship exchange.

Original languageEnglish
Pages (from-to)662-675
Number of pages14
JournalIndustrial Marketing Management
Volume36
Issue number5
DOIs
Publication statusPublished - Jul 2007
Externally publishedYes

Keywords

  • Business-to-business
  • Dyadic relationships
  • Gap analysis
  • Relationship dimensions

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