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  • 1.
    Awuah, Gabriel Baffour
    Halmstad University, School of Business and Engineering (SET), Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for Technology, Innovation and Marketing Management (CTIM2).
    Analyzing Customer-Orientation Practices of Firms from a Wider Perspective2008In: Journal of Business-to-Business Marketing, ISSN 1051-712X, E-ISSN 1547-0628, Vol. 15, no 1, p. 45-72Article in journal (Refereed)
    Abstract [en]

    PURPOSE: The purpose of this study is to deepen our understanding of the extent to which a firm's customer orientation practice, and the outcome thereof, is affected by its network of exchange relationships.

    METHODOLOGY/APPROACH: Building on a network approach, multiple case studies are used to highlight firms' customer-orientation and the effects thereof.

    FINDINGS: Close, regular and extensive interaction and exchanges with customers and third parties have enabled each of the firms in this study to win and retain important customers over the years.

    Research Implications/Limitations : Each of the PSFs' (professional services firms) customer orientation, with its concomitant result, has been facilitated by mutual value creation by the sellers and the buyers plus the sellers' exchange relationships with third parties. However, customers' interconnected relationships and a broader quantitative study incorporating several services firms need be explored in further studies.

    ORIGINALITY/VALUE/CONTRIBUTION: The study provides insights into how a PSF utilizes its own capabilities and complementary capabilities from third parties to create superior value and satisfaction to customers.

  • 2.
    Mysen, Tore
    et al.
    Oslo School of Management, Oslo, Norway.
    Svensson, Göran
    Oslo School of Management, Oslo, Norway.
    Högevold, Nils
    Oslo School of Management, Oslo, Norway.
    Relationship Quality – Relationship Value and Power Balance in Business Relationships: Descriptives and Propositions2012In: Journal of Business-to-Business Marketing, ISSN 1051-712X, E-ISSN 1547-0628, Vol. 19, no 3, p. 248-285Article in journal (Refereed)
    Abstract [en]

    Purpose: The objective of this study is to develop understanding of the interplay between the perceptions of power balance, relationship value, and relationship quality between retail distributors and their suppliers.

    Methodology: The authors applied a phenomenological approach in both qualitative and quantitative data collections and analyses. Key informants in 27 of the dominant retail distributors within 5 Norwegian industries and 50 of their most important suppliers were interviewed.

    Findings: The power balance seems to favor the retail distributors. Retail distributors and suppliers tell of somewhat different characteristics pertaining to "best" and "worst" relationships relating to economic-, capability-, and integration-based values as perceived between retail distributors and their suppliers.

    Research limitations/implications: The empirical findings indicate the complexity in assessing relationship quality and show a rich basis for further research, thereby contributing to knowledge and insights in characterizing relationship quality when power is asymmetrically distributed between distributors and their suppliers. However, personal interviews may reveal answers at rational, cognitive, and even emotional levels, thus complicating subjective analysis.

    Practical implications: The results of the study are important for both researchers and practitioners on both sides of retail distributor-supplier relationships.Originality/value: This study advances the work on what characterizes relationship quality in asymmetric power business relationships.

    © 2012 Copyright Taylor and Francis Group, LLC.

  • 3.
    Payan, Janice M.
    et al.
    University of Northern Colorado, Greeley, Colorado, USA.
    Hair, Joe
    Marketing and Professional Sales, Cole College of Business, Kennesaw State University, Kennesaw, Georgia, USA.
    Svensson, Göran
    Management, Kristiania University College, Oslo, Norway.
    Andersson, Svante
    Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).
    Awuah, Gabriel
    Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for International Marketing and Entrepreneurship Research (CIMER).
    The Precursor Role of Cooperation, Coordination, and Relationship Assets in a Relationship Model2016In: Journal of Business-to-Business Marketing, ISSN 1051-712X, E-ISSN 1547-0628, Vol. 23, no 1, p. 63-79Article in journal (Refereed)
    Abstract [en]

    Purpose: The primary purpose of this study is to test the importance of activity-oriented precursors in a relationship model. This study supports the theoretical view that firms create trust and knowledge through activities and these activities make a commitment decision less risky (Johanson & Vahlne, 2009). The secondary purpose of this study is to collect and examine data from interorganizational relationships in both Sweden and the United States. By including data from two countries, results will be more generalizable. Results can also lead to several managerial implications.

    Methodology/approach: This study focuses on a sample of distributors from both the United States and Sweden. One hundred sixty-one usable surveys were returned from the U.S. survey, for a response rate of 27%. One hundred twenty-four usable surveys were returned from the Swedish survey, for a response rate of 21%. The PLS-SEM method was used to examine the model’s constructs.

    Findings: Similar to past research results show that trust and commitment have a direct positive influence on satisfaction, and that trust also has a direct positive influence on commitment. However, this study uniquely supports four out of six newly tested hypotheses. Both cooperation and relationship assets have a direct positive influence on commitment. Cooperation has a direct positive influence on trust and commitment. Relationship assets have a direct negative influence on trust but a direct positive influence on commitment. Surprisingly, two hypotheses were not supported: Coordination did not have a significant relationship with either trust or commitment.

    Research implications: Managers who want to achieve a satisfactory relationship based on trust and commitment need to prioritize their attention toward cooperation. They should also be aware that participation in joint activities (i.e., coordination and relationship investments) does not guarantee higher levels of trust or commitment in the relationship. It is the quality of the joint activities and the how dependent firms are on each other and not just participation in joint activities that are likely to create higher levels of trust or commitment. The quality of coordination and manageable levels of dependence may counteract the higher costs associated with joint activities compared to the costs associated with cooperation. Managers may  be wise to not make major commitments to other firms unless high quality joint activities have created knowledge and trust between firms.

    Originality/value/contribution: The model adds the joint activity-oriented antecedents associated with collaboration which is essential to a successful relationship. Because of the high failure rate of collaboration may be due to cooperation and coordination failures and because these two constructs are underspecified in interorganizational research, this study is unique in examining activity-oriented antecedents in a trust/commitment model of relationship satisfaction in a crosscultural context (i.e., with U.S. and Swedish samples). © Taylor & Francis Group, LLC.

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