Relationship marketing variation in multidyadic industrial channels with component supplier specification

Abstract

Building strong relationships is central to the development and maintenance of effective industrial channels. However, while the relationship marketing literature is vast, our understanding of how multidyadic industrial channels impact relationship marketing models is limited. As many OEM supplier relationships are formed via component supplier specification by its industrial buyer, where freedom to enter and exit a relationship is externally restricted, the current relationship marketing literature is somewhat limited in explaining these relationships. This study examines the underlying differences in relationship marketing across the cases of component supplier specification and non-component supplier specification. We discuss key relationship variable differences across cases within the phases of relationship development, and the extant relationship marketing literature. We then present a research agenda for advancing our understanding of multidyadic industrial channels.

Keywords:

• Relationship marketing
• component supplier specification
• multidyadic channel

Conflict of interest

The authors report there are no competing interests to declare.

Notes

1 Multidyadic industrial channels are unique from multi-stage marketing (MSM) in that within multidyadic industrial channels (1) the CS’s market offering is integrated into the OEMs, which is then offered to IIBs, and (2) CS specification can exist.