Perceptual gaps and similarities in buyer-seller dyadic relationships

Barnes, Bradley R. and Naude, Pete and Michell, Paul C.N. (2007) Perceptual gaps and similarities in buyer-seller dyadic relationships. Industrial Marketing Management, 36 (5). pp. 662-675. ISSN 0019-8501 . (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

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The research aims to develop a conceptual framework to explore dyadic relationships across a range of industries, involving firms of different size (Medium Sized Enterprise (MSE) suppliers and Multinational Enterprise (MNE) buyers). The purpose is to explore dyadic views of three different relationship durations, identify where perceptual gaps may exist at the various stages, and address these in order to improve relational exchange. A triangulated methodology is implemented with data initially obtained from fifty-four dyads. These findings suggest: a) similar views are associated with the performance and importance attached to four relationship dimensions measured, b) significant perceptual differences are more apparent in shorter term relationships, c) overall suppliers have stronger views of the relationship, and d) relationships may not necessarily follow a linear development path over time. Three case studies offer qualitative insights, several managerial implications are extracted, and a strategic matrix developed related to the management of different typologies of relationship exchange.

Item Type: Article
Uncontrolled keywords: dyadic relationships; gap analysis; relationship dimensions; business-to-business
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Suzanne Duffy
Date Deposited: 13 May 2008 13:29
Last Modified: 15 Jul 2014 10:44
Resource URI: (The current URI for this page, for reference purposes)
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