Authors: Anikó Bódi-Schubert:
This dissertation is an exploratory research, which aims to establish a conceptual framework for the meaning and role of success in the operation and development of buyer-supplier relationships. In addition to the above, a further research point is to analyze the time dimension of success: how success changes and develops over time?
The basic elements of my research are relationships between supplier and buyer business partners. The theoretical grounding of the dissertation focuses on the introduction of the different forms of buyer-supplier relationships and their development. The relationship approach of the Industrial Marketing and Purchasing Group (IMP) was applied in the dissertation.
As it has already been mentioned, my research has an exploratory scope. In order to support that aim, two qualitative methodologies were applied in my research: the grounded theory and the case study methods. Interviewing, document analysis and participant observation techniques have all been applied during the data collection phase.
The first research question focuses on how success can be understood in the context of buyer-supplier relationships. The results of the empirical research are as follows: success in buyer-supplier relationships can be understood as a subjective, organizational-level perception, which evolves following the fulfilment of both business and relationship success goals. It derives from the joint relationship performance of the relationship members, achievement of their prior expectations, and results in mutual satisfaction.
The second research question analyzes the role of success in buyer-supplier relationships and its changes over time. The third research question examined how success influences the development of relationships? Based on the research results the following answers can be provided for the above questions. The role of success in buyer-supplier relationships and relationship development can be interpreted with the following dynamics. Relationship members set up business and relationship success goals and the achievement of these goals depend on both their own and joint performance in the relationship. If business and relationship success goals are met and the parties understand it positively; it can lead to their mutual satisfaction that can be the basis of further development. But in case the perception of the performance of the relationship is negative, success can not be identified and it can be a breaking point in the relationship’s development. This breaking point however does not necessarily result in a breakdown in the development or the end of the relationship, because the relation of success and development depends on the actual relationship context.
Publish Year: 2011