Buyer attractiveness as a catalyst for buyer-supplier relationship development

Hannu Makkonen*, Mervi Vuori, Miia Puranen

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

15 Citations (Scopus)

Abstract

The concept of buyer attractiveness has received increasing scholarly attention in the recent business marketing literature, yet empirical studies of the dynamics between buyer and supplier attractiveness and their implications for relationship development are scarce. The research framework presented in this study suggests that buyer attractiveness is connected, first, to supplier's experienced and expected business outcomes within the focal relationship, and second, to the leverage impact of the focal relationship on supplier's other relationships. A qualitative case study of two buyers and their key suppliers scrutinizes the dimensions of attractiveness associated with relationship development. The findings indicate that attractiveness and adaptations performed by the buyer and the supplier are interlinked in a mutually reinforcing or deteriorating manner, forming a mechanism that catalyzes relationship development. These findings and the resultant empirically grounded framework provide a conceptualization and enhanced understanding of the dynamics between attractiveness, adaptations and relationship development. (C) 2015 Elsevier Inc. All rights reserved.

Original languageEnglish
Pages (from-to)156-168
Number of pages13
JournalIndustrial Marketing Management
Volume55
DOIs
Publication statusPublished - May 2016
MoE publication typeA1 Journal article-refereed

Keywords

  • Buyer attractiveness
  • Attraction
  • Business relationship development
  • Supplier attractiveness
  • Supplier value
  • PREFERRED CUSTOMER STATUS
  • BUSINESS RELATIONSHIPS
  • SATISFACTION

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