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

Poul Rind Christensen, Poul Houman Andersen, Torben Damgaard

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

I artiklen drøfter forskelle i normer og forventninger i globale forretningsrelationer. De generelle teoretiske analyser suppleres af impiriske analyser af de tværkulturelle relationer of forretningspraksis mellem kinesiske underleverandører og danske ordregivere.
OriginalsprogEngelsk
TidsskriftIndustrial Marketing Management
Vol/bind38
Udgave nummer7
Sider (fra-til)814-824
Antal sider21
StatusUdgivet - 2009

Emneord

  • globalisering
  • tværkulturelle relationer
  • relationelle forventninger

Kunstnerisk udviklingsvirksomhed (KUV)

  • Nej

Citer dette

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title = "Diverging expectations in buyer-seller relationships: Institutional contexts and relationship norms",
abstract = "Many firms assume that outsourcing partnerships may allow them to strengthen their overall competitiveness. Lured by its intuitive appeal, several enter into such partnerships, only to realize that they represent a marginal rather than a magical solution to their quest for increasing market performance. An important reason for this is the diverging beliefs and expectations held by both parties in the buyer-seller dyad. The purpose of this contribution is to develop a framework for understanding the divergences in expectations and relationship norms in cross-cultural business relationships among SMEs. We discuss four relational expectations derived from the B2B literature on relational norms for addressing these divergences: Quality, frequency and scope of communication, role specifications and coordination of work nature of planning horizons, and trustworthiness and link these to relationship performance. We explore the proposed impact of diverging relationship norms on relationship expectations using data from an ongoing field study of Danish buyers and Chinese suppliers. We link these diverging expectations to the business practices of Danish buyers and Chinese and their institutional contexts. In the concluding part of the paper, we discuss our findings and outline implications for management and academia.",
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Diverging expectations in buyer-seller relationships: Institutional contexts and relationship norms. / Christensen, Poul Rind; Andersen, Poul Houman; Damgaard, Torben.

I: Industrial Marketing Management, Bind 38, Nr. 7, 2009, s. 814-824.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

TY - JOUR

T1 - Diverging expectations in buyer-seller relationships: Institutional contexts and relationship norms

AU - Christensen, Poul Rind

AU - Andersen, Poul Houman

AU - Damgaard, Torben

PY - 2009

Y1 - 2009

N2 - Many firms assume that outsourcing partnerships may allow them to strengthen their overall competitiveness. Lured by its intuitive appeal, several enter into such partnerships, only to realize that they represent a marginal rather than a magical solution to their quest for increasing market performance. An important reason for this is the diverging beliefs and expectations held by both parties in the buyer-seller dyad. The purpose of this contribution is to develop a framework for understanding the divergences in expectations and relationship norms in cross-cultural business relationships among SMEs. We discuss four relational expectations derived from the B2B literature on relational norms for addressing these divergences: Quality, frequency and scope of communication, role specifications and coordination of work nature of planning horizons, and trustworthiness and link these to relationship performance. We explore the proposed impact of diverging relationship norms on relationship expectations using data from an ongoing field study of Danish buyers and Chinese suppliers. We link these diverging expectations to the business practices of Danish buyers and Chinese and their institutional contexts. In the concluding part of the paper, we discuss our findings and outline implications for management and academia.

AB - Many firms assume that outsourcing partnerships may allow them to strengthen their overall competitiveness. Lured by its intuitive appeal, several enter into such partnerships, only to realize that they represent a marginal rather than a magical solution to their quest for increasing market performance. An important reason for this is the diverging beliefs and expectations held by both parties in the buyer-seller dyad. The purpose of this contribution is to develop a framework for understanding the divergences in expectations and relationship norms in cross-cultural business relationships among SMEs. We discuss four relational expectations derived from the B2B literature on relational norms for addressing these divergences: Quality, frequency and scope of communication, role specifications and coordination of work nature of planning horizons, and trustworthiness and link these to relationship performance. We explore the proposed impact of diverging relationship norms on relationship expectations using data from an ongoing field study of Danish buyers and Chinese suppliers. We link these diverging expectations to the business practices of Danish buyers and Chinese and their institutional contexts. In the concluding part of the paper, we discuss our findings and outline implications for management and academia.

KW - globalisering

KW - tværkulturelle relationer

KW - relationelle forventninger

KW - globalization

KW - Cross Cultural relations

KW - Relational Expectations

M3 - Journal article

VL - 38

SP - 814

EP - 824

JO - Industrial Marketing Management

JF - Industrial Marketing Management

IS - 7

ER -