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Creativity in buyer–seller relationships: The role of governance

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  • Wang, Qiong
  • Bradford, Kevin
  • Xu, Jun
  • Weitz, Barton

Abstract

This research proposes a framework for relating governance mechanisms (power, contracts, and trust) to the generation of creative approaches to business activities in buyer–seller relationships. The framework is tested with a survey of 262 purchasing agents. The results indicate that trust and contract affect the three facilitators of inter-organizational creativity: (1) knowledge-sharing routines (resources), (2) learning orientation (motivation), and (3) managerial support and open-mindedness (managerial practices). Also, the effects of trust and contract on the creativity in buyer–seller relationships are fully mediated by the above three facilitators. In particular, trust plays a more influential role in stimulating creativity. While power is not significantly associated with any of the facilitators, its overall effect on creativity is negative.

Suggested Citation

  • Wang, Qiong & Bradford, Kevin & Xu, Jun & Weitz, Barton, 2008. "Creativity in buyer–seller relationships: The role of governance," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 109-118.
    • Handle: RePEc:eee:ijrema:v:25:y:2008:i:2:p:109-118
    DOI: 10.1016/j.ijresmar.2007.12.006
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    3. Drechsler, Wenzel & Natter, Martin, 2012. "Understanding a firm's openness decisions in innovation," Journal of Business Research, Elsevier, vol. 65(3), pages 438-445.
    4. Gaetano Miceli & Maria Antonietta Raimondo, 2020. "Creativity in the marketing and consumer behavior literature: a structured review and a research agenda," Italian Journal of Marketing, Springer, vol. 2020(1), pages 85-124, March.
    5. Nukhet Harmancioglu & Stefan Wuyts & Peren Ozturan, 2021. "Governance implications of modularity in sourcing relationships," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 601-625, May.
    6. Nukhet Harmancioglu & David A. Griffith & Tuba Yılmaz, 2019. "Short- and long-term market returns of international codevelopment alliances of new products," Journal of the Academy of Marketing Science, Springer, vol. 47(5), pages 939-959, September.

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