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Buyer–supplier relationship dynamics: a systematic review

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Abstract

Marketing scholars have long acknowledged that buyer–supplier relationships (BSRs) evolve over time. Nevertheless, truly dynamic considerations tend to be confined to the “future research” sections of papers. Performing dynamic BSR research is difficult, not only because of the requirements of data collection and analysis, but also due to the somewhat fragmented understanding of the available studies on BSR dynamics and how an overarching understanding of their findings can refine static relationship models. We conduct a systematic literature review to organize the available research on BSR dynamics. The review process reveals four overarching themes: (1) relationship continuity, (2) relationship learning, (3) relationship stages and trajectories, and (4) relationship fluctuations. We discuss each theme, describe how the themes can be applied as a dynamic lens to research questions involving BSRs, and outline research directions that might stimulate further work on relationship dynamics.

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Notes

  1. We exclude other forms of interorganizational relationships, such as joint ventures and alliances. Joint ventures often involve mutual ownership and exclusivity arrangements (Houston and Johnson 2000; Parmigiani and Rivera-Santos 2011) and are considered governance mechanisms in their own right (Heide 1994). Further, alliances are often so broadly defined “that nearly any [interorganizational relationship] could be considered an alliance” (e.g., Parmigiani and Rivera-Santos 2011, p. 1116). While these forms of interorganizational relationship are no less subject to relationship dynamics, by omitting these from our review we avoid confounds between underlying dynamic mechanisms and the peculiarities of these governance solutions.

  2. Dynamic, relationship, U-shape, interorganizational, evolve, interfirm, courtship, honeymoon, marriage, life-cycle, cycle, B2B, buyer, supplier, shadow of the past, shadow of the future, period, episode, time, duration, history, temporal, length, speed, routine, slope, sequence, stage, phase, longitudinal, case study, interview, qualitative, ethnography, grounded theory, inertia, path dependence, population ecology, organizational ecology, economic sociology, life cycle theory, trajectory, process, and change.

  3. Academy of Management Journal, Academy of Management Review, Accounting, Organizations & Society, Administrative Science Quarterly, American Economic Review, Human Relations, Information Systems Research, Journal of International Business Studies, Journal of Management, Journal of Management Studies, Journal of Marketing, Journal of Marketing Research, Journal of Operations Management, Journal of Political Economy, Management Science, Marketing Science, MIS Quarterly, Operations Research, Organization Studies, Production & Operations Management, Quarterly Journal of Economics, Research Policy, Review of Economic Studies, Strategic Management Journal, International Journal of Research In Marketing, and Journal of the Academy of Marketing Science.

  4. American Journal of Sociology, American Sociological Review, Annual Review of Sociology, Journal of Retailing, Journal of Organizational Behavior, Academy of Management Annals, Industrial & Corporate Change, Strategic Organization, Supply Chain Management, Journal of Supply Chain Management, and Journal of Law & Economics.

  5. An alternative approach was to try combining these themes into a “grand theory” of relationship dynamics. We considered such an endeavor to be less valuable for a number of reasons. First, there is a significant degree of theoretical and conceptual incommensurability between the themes in our review. This incommensurability is a function of the large number of disciplines surveyed and the varied nature of focal research questions. Second, as a direct consequence of this theoretical plurality, aggregation into a general model would require such a high level of abstraction as to be relatively meaningless for researchers seeking specific direction in regard to model design.

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Acknowledgements

The authors would like to express their deep appreciation to Jan Heide and Paul Tracey for their insightful comments throughout the review process and acknowledge the thoughtful suggestions of Kersi Antia, Kenneth Wathne, Erik Mooi and Franz Wohlgezogen on earlier versions of our paper. They also thank Deborah Towns and Marianne Gloet for their assistance with our analysis. The article also benefited from the constructive suggestions of the Editor, Mark Houston, and the three anonymous JAMS reviewers.

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Authors and Affiliations

  1. ESSEC Business School, 3 Avenue Bernard Hirsch, 95021, Cergy-Pontoise, France

    Ali Shamsollahi

  2. Department of Management and Marketing, University of Melbourne, 198 Berkeley Street, Carlton, Victoria, 3053, Australia

    Danielle A. Chmielewski-Raimondo & Simon J. Bell

  3. Deakin Business School, Deakin University, 1 Gheringhap St, Geelong, Victoria, 3220, Australia

    Reza Kachouie

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  1. Ali Shamsollahi
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  2. Danielle A. Chmielewski-Raimondo
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  3. Simon J. Bell
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  4. Reza Kachouie
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Correspondence to Ali Shamsollahi.

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Shamsollahi, A., Chmielewski-Raimondo, D.A., Bell, S.J. et al. Buyer–supplier relationship dynamics: a systematic review. J. of the Acad. Mark. Sci. 49, 418–436 (2021). https://doi.org/10.1007/s11747-020-00743-1

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  • DOI: https://doi.org/10.1007/s11747-020-00743-1

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