Consensus and collaboration: norm‐regulated behaviour in industrial marketing relationships

Abstract

Uses symbolic interaction concepts to explain norm‐regulated behaviour in industrial marketing relationships. Lends support to the notion that partners’ subjective interpretations of their relationship must be congruent for relational norms and, hence, collaboration to emerge. By examining 46 of a manufacturer’s established trading relationships, investigates which factors distinguish relationships that are collaborative from other forms of trading relationships. Suggests that when partners exhibit a consensus to collaboration, they share strategic complementarity and the investments made by one side are valued by the other. Interestingly, each also believes the other faces high exit costs even though both sides maintain access to alternative partners. In addition to a discriminant analysis depicting different forms of trading relationships, develops a post hoc analysis of the profile of collaborative trading partners. Discusses the managerial and academic implications.

Diverging expectations in buyer–seller relationships: Institutional contexts and relationship norms

“…The literature review reveals that in the buyer-supplier relationship literature, relationship norms usually are defined as expectations about behaviour, shared by a group of members in a social unit (Campbell, 1997;Dwyer et al, 1987;Spekman, Salmond, & Lambe, 1997). Gibbs (1981) contends that a norm is a belief shared to some extent by members of a social unit as to what conduct ought to be in particular situations or circumstances.…”

Diversified Network Effects on Innovation Performance in Tanzania: Innovation Strategy in Service Firms

“…Boring and Thune in the their study shows that firms 'reasons to collaborate with universities are same which are development of broader competencies, knowledge in core technological areas, R&D competencies and innovation capability were key results in all firms. By collaborations, transfer of codified and tacit knowledge can be achieved (Miles, Miles, & Snow, 2005;Spekman, Salmond, & Lambe, 1997).…”

Relacionamento colaborativo no canal de distribuição: uma matriz para análise

“…Ao contrário dos canais tradicionais, os papéis e as responsabilidades dos participantes tornaram-se fluidos, dinâmicos e voltados para o consumidor (BLACKWELL, 2001). Como conseqüência disso, as relações comerciais entre essas empresas estão se modificando, esta reestruturação está se tornando parte integrante das suas estratégias operacionais, e está resultando em relações mais próximas nas quais, em muitos casos, fica difícil saber onde começa uma empresa e termina outra (WILSON, 1995;SPEKMAN et al, 1997;COUGHLAN et al, 2002).…”

“…A revisão da literatura destaca em maior grau algumas variáveis que podem ser empregadas em estudos de relacionamento, como a confiança, o comprometimento, a interdependência, o poder, a cooperação, a comunicação, a adaptação, vínculos sociais, e, envolvimento, entre outros (DWYER et al, 1987;WILSON, 1995;KUMAR, 1996;WILSON;VLOSKY, 1997;SPEKMAN et al, 1997;LINDGREEN, 2001). A presença de uma ou mais dessas variáveis mostra a possibilidade da existência de diferentes padrões de arranjos, dentro de um continuun de relacionamento, que vai desde um relacionamento baseado apenas no oportunismo, até um relacionamento totalmente colaborativo.…”