Sammanfattning
This study introduces a framework of persuasive communication that is
central to understanding how individual purchasers behave as boundary
spanners to manage customer–supplier relationships. Drawing on the
institutional theory and multiple governance approach, we assume
authoritarian, competitive, and relational behavioral orientations
reflect institutional logics at an individual level. Purchasers'
boundary-spanner behavior thus manifests itself as individual
purchasers' rhetorical orientations. In a sample of 349 purchasers, we
find support for the existence of four configurations of orientations:
competitive/authoritarian, relational, comprehensive, and neutral. A
subsequent follow-up study of 20 interviews with the most typical
representatives of each group suggests storylines that reflect the
background and logic of different persuasive styles. The findings
highlight purchaser persuasive orientation as one facet of a purchaser
capability set making it possible to cope with the transactional versus
relational paradox in buyer–seller relationship contexts.
Originalspråk | Engelska |
---|---|
Referentgranskad vetenskaplig tidskrift | Industrial Marketing Management |
Volym | 84 |
Sidor (från-till) | 224-236 |
Antal sidor | 13 |
ISSN | 0019-8501 |
DOI | |
Status | Publicerad - 26.07.2019 |
MoE-publikationstyp | A1 Originalartikel i en vetenskaplig tidskrift |
Nyckelord
- 512 Företagsekonomi