Knowing me, knowing you: Self- and collective interests in goal development in asymmetric relationships
| Autor: | Charlotte Maria Patterson, Rhona Johnsen, Kristin Balslev Munksgaard |
|---|---|
| Rok vydání: | 2015 |
| Předmět: |
Marketing
Asymmetric relationships Knowledge management business.industry media_common.quotation_subject Context (language use) Power (social and political) Identification (information) Self-interest Profitability index Product (category theory) Goal development Relationship characteristics Market impact business Collective interest Constraint (mathematics) media_common |
| Zdroj: | Munksgaard, K B, Johnsen, R E & Patterson, C M 2015, ' Knowing me, knowing you : Self-and collective interests in goal development in asymmetric relationships ', Industrial Marketing Management, vol. 48, pp. 160–173 . https://doi.org/10.1016/j.indmarman.2015.03.016 |
| ISSN: | 0019-8501 |
| DOI: | 10.1016/j.indmarman.2015.03.016 |
| Popis: | This paper investigates how self-interests and collective interests in goal development are manifested in the context of asymmetric customer–supplier relationships. Taking an interaction approach (IMP Group, 1982), a conceptual structure highlighting possible patterns of characteristics of the asymmetric customer–supplier relationship and approaches to self- and/or collective interests in goal development has been created. Based on a multiple case study approach, the findings suggest that smaller suppliers who deliberately pursue self-interest in their business activities with larger customers experience better outcomes. Larger customers recognise that the creation of collective business goals enhances the outcome of joint efforts in terms of market impact and profitability. The findings also highlight that trust is perceived as a necessity for the development of collective interests in asymmetric relationships and that the power of the larger customer is not perceived as a constraint. A key conceptual contribution is the identification of two distinct types of asymmetric relationships: ‘product/technology-oriented’ in which self-interest dominates by focusing on one party's resources for developing new products or technology and ‘complementary competencies-oriented’ in which collective interests link the competencies of the larger and smaller party for new joint business ambitions. |
| Databáze: | OpenAIRE |
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