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dc.contributor.authorBrennan, Ross
dc.contributor.authorTurnbull, P. W.
dc.contributor.authorWilson, D.
dc.identifier.citationBrennan , R , Turnbull , P W & Wilson , D 2003 , ' Dyadic Adaptation in Business-to-Business Markets ' , European Journal of Marketing , vol. 37 , pp. 1636-1665 .
dc.identifier.otherPURE: 1850222
dc.identifier.otherPURE UUID: 6fd96f8e-6f16-4172-9060-dc21d2f5514b
dc.identifier.otherORCID: /0000-0002-7179-2960/work/62750345
dc.identifier.otherScopus: 34248213969
dc.description.abstractCompetitive success in business-to-business markets often depends upon the ability of the firm to adapt specifically to the needs of a single customer organization. Research into buyer-seller relationships in industrial markets has shown that both buying and selling firms implement specific adaptations for a single partner. Adaptation can take place at the level of the product or more broadly in terms of management processes, information exchange, and even organizational restructuring. The paper develops an improved taxonomy for dyadic adaptation in business-to-business markets, and explores the driving forces behind relationship-specific adaptation. Adaptation by supplier firms is found to be more frequent than adaptation by buyers. Supplier adaptation is driven by relative power, buyer support, and by the managerial preferences of the two firms for a more or less relational form of exchange. Several managerial implications and avenues for further research are discusseden
dc.relation.ispartofEuropean Journal of Marketing
dc.titleDyadic Adaptation in Business-to-Business Marketsen
dc.contributor.institutionHertfordshire Business School
dc.contributor.institutionSocial Sciences, Arts & Humanities Research Institute
dc.contributor.institutionDepartment of Marketing and Enterprise
dc.description.statusPeer reviewed
rioxxterms.typeJournal Article/Review

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