Abstract
This paper explores propositions dealing with the influence of buyer-supplier relational characteristics on their joint decision making. Specifically, the proposed conceptual framework focuses on the link between three relational constructs (trust, commitment, relationship maturity) and two types of joint decision making (strategic and tactical). Strategic decisions are those that “expand the pie” for both parties (integrative decisions), and tactical decisions are those that “divide the pie” between the two parties (distributive decisions). We propose that the effect of relational characteristics on joint decision making is likely to be moderated by the characteristics of the supplier organization (such as team orientation) and its environment (such as competitive intensity). We conclude with a brief discussion of the implications and possible extensions of the theoretical model.
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The authors thank Peter Dickson, Joe Urbany, Rajan Varadarajan, and the editor, Don Lehmann, for their comments and suggestions on earlier versions of this manuscript.
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Frazier, G.L., Jaworski, B.J., Kohli, A.K. et al. Buyer-supplier relational characteristics and joint decision making. Marketing Letters 5, 259–270 (1994). https://doi.org/10.1007/BF00993905
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DOI: https://doi.org/10.1007/BF00993905