2012
DOI: 10.1108/08858621211273592
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Leveraging relationship orientation and its impact on relationship outcomes

Abstract: PurposeThis study seeks to: empirically measure relationship orientation along a continuum from operation to strategic; evaluate the impact of relationship orientation on the actual activities implemented within the relationship; and determine the impact of these relational activities on relationship effectiveness and business performance.Design/methodology/approachA survey research design following the total design method was used to collect the data. Multi‐item measures were developed to measure relationship… Show more

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Cited by 15 publications
(15 citation statements)
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References 85 publications
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“…; Zacharia and Mentzer ; Moschuris ; Stewart et al. ); and the work of Kohli and Jaworski () and Jaworski and Kohli () on market turbulence and competitive intensity. Jaworski and Kohli () depict market turbulence as “the rate of change in the composition of customers and their preferences” (p. 57).…”
Section: Conceptual Developmentmentioning
confidence: 99%
“…; Zacharia and Mentzer ; Moschuris ; Stewart et al. ); and the work of Kohli and Jaworski () and Jaworski and Kohli () on market turbulence and competitive intensity. Jaworski and Kohli () depict market turbulence as “the rate of change in the composition of customers and their preferences” (p. 57).…”
Section: Conceptual Developmentmentioning
confidence: 99%
“…In achieving effective cooperative relationships, the most significant factors are the adaptability and openness of partners, human resource practices in operations, and partners' learning capability (Taylor, 2005). The activities used in buyer-supplier interaction are positively related to relationship effectiveness (Stewart, Zacharia, and Artis, 2012). Therefore, this study seeks to assess the impact of relational factors (adaptability and openness) and operational factors (effective communication and innovation orientation) on the improvement of buyer-supplier relationships.…”
Section: Introductionmentioning
confidence: 99%
“…Improved buyer-supplier relationships offer several advantages to exchange partners in a supply chain through enhancing efficiency & innovation (Revilla and Villena, 2012), improving new product development (Salvador and Villena, 2013), boosting business performance (Stewart, Zacharia, and Artis, 2012), and reducing opportunism (Wang, Li, Ross, and Craighead, 2013). While the main challenge of supply chain partners has always been the ways to satisfy their customers, the buyer-supplier relationship takes up a much more pervasive and central position than it has ever played with an emphasis on buyer-supplier collaborations.…”
Section: Introductionmentioning
confidence: 99%
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“…Hence, research on perceived relationship quality in business relations can no longer neglect interpersonal relationship dynamics in explaining organizational performance (Holmlund, 2008). Moreover, organizations continuously seek to develop strong and long-lasting relationships with business partners (Stewart et al , 2012). Therefore, this study adds valuable insights into relationship marketing and organizational relationship dynamics by using a combined approach.…”
Section: Introductionmentioning
confidence: 99%