IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v165y2023ics0148296323004216.html
   My bibliography  Save this article

“Good Times–Bad Times” – Relationship marketing through business cycles

Author

Listed:
  • Mora Cortez, Roberto
  • Johnston, Wesley J.
  • Ehret, Michael

Abstract

Business cycles (BCs) can alter the conditions for long-term business-to-business (B2B) relationships. Based on relationship marketing (RM) and interorganizational learning theories, the authors propose a model that explains relationship configurations that reveal opportunities under economic uncertainty. In the Pilot Study, the authors identify key mechanisms of RM process (communication openness, technical involvement, and customer value anticipation) and performance outcomes (price, cost-to-serve, and expectation of relationship continuity) from the supplier’s view. In Study 1, the proposed model is tested with a sample of large size, market leader firms in times of economic crisis (T1). In Study 2, conducting a multi-group analysis, the same sample is used to test the model in times of recovery/expansion (T2). The findings offer directions for suppliers on how to leverage B2B relationships through a BC. Particularly, the authors indicate that supplier’s performance is influenced differently by RM mechanisms during times of economic crisis versus times of recovery/expansion.

Suggested Citation

  • Mora Cortez, Roberto & Johnston, Wesley J. & Ehret, Michael, 2023. "“Good Times–Bad Times” – Relationship marketing through business cycles," Journal of Business Research, Elsevier, vol. 165(C).
    • Handle: RePEc:eee:jbrese:v:165:y:2023:i:c:s0148296323004216
    DOI: 10.1016/j.jbusres.2023.114063
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296323004216
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.114063?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Marko Peric & Vanja Vitezic, 2016. "Impact of global economic crisis on firm growth," Small Business Economics, Springer, vol. 46(1), pages 1-12, January.
    2. Saouré Kouamé & Ann Langley, 2018. "Relating microprocesses to macro‐outcomes in qualitative strategy process and practice research," Strategic Management Journal, Wiley Blackwell, vol. 39(3), pages 559-581, March.
    3. Antje S. J. Hütten & Torsten Oliver Salge & Thomas Niemand & Florian U. Siems, 2018. "Advancing relationship marketing theory: exploring customer relationships through a process-centric framework," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 39-57, June.
    4. Jeff S. Johnson & Ravipreet S. Sohi, 2016. "Understanding and resolving major contractual breaches in buyer–seller relationships: a grounded theory approach," Journal of the Academy of Marketing Science, Springer, vol. 44(2), pages 185-205, March.
    5. Catherine A Pattillo & Andrew Berg, 2000. "The Challenge of Predicting Economic Crises," IMF Economic Issues 22, International Monetary Fund.
    6. Kiran Pedada & S. Arunachalam & Mayukh Dass, 2020. "A theoretical model of the formation and dissolution of emerging market international marketing alliances," Journal of the Academy of Marketing Science, Springer, vol. 48(5), pages 826-847, September.
    7. Drechsel, Thomas & Tenreyro, Silvana, 2018. "Commodity booms and busts in emerging economies," Journal of International Economics, Elsevier, vol. 112(C), pages 200-218.
    8. Henningsen, Arne & Hamann, Jeff D., 2007. "systemfit: A Package for Estimating Systems of Simultaneous Equations in R," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 23(i04).
    9. Marnik G. Dekimpe & Barbara Deleersnyder, 2018. "Business cycle research in marketing: a review and research agenda," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 31-58, January.
    10. Phil Faulkner & Alberto Feduzi & Jochen Runde, 2017. "Unknowns, Black Swans and the risk/uncertainty distinction," Cambridge Journal of Economics, Cambridge Political Economy Society, vol. 41(5), pages 1279-1302.
    11. John Hulland & Hans Baumgartner & Keith Marion Smith, 2018. "Marketing survey research best practices: evidence and recommendations from a review of JAMS articles," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 92-108, January.
    12. Marko Peric & Vanja Vitezic, 2016. "Impact of global economic crisis on firm growth," Small Business Economics, Springer, vol. 46(1), pages 1-12, January.
    13. Ellram, Lisa M. & Krause, Daniel, 2014. "Robust supplier relationships: Key lessons from the economic downturn," Business Horizons, Elsevier, vol. 57(2), pages 203-213.
    14. Clark G. Gilbert, 2006. "Change in the Presence of Residual Fit: Can Competing Frames Coexist?," Organization Science, INFORMS, vol. 17(1), pages 150-167, February.
    15. Ghiyoung Im & Arun Rai, 2008. "Knowledge Sharing Ambidexterity in Long-Term Interorganizational Relationships," Management Science, INFORMS, vol. 54(7), pages 1281-1296, July.
    16. Mr. Andrew Berg & Ms. Catherine A Pattillo, 2000. "The Challenge of Predicting Economic Crises," IMF Economic Issues 2000/002, International Monetary Fund.
    17. Nordin, Fredrik & Ravald, Annika, 2016. "Managing relationship gaps: A practitioner perspective," Journal of Business Research, Elsevier, vol. 69(7), pages 2490-2497.
    18. Pushan Dutt & V. Padmanabhan, 2011. "Crisis and Consumption Smoothing," Marketing Science, INFORMS, vol. 30(3), pages 491-512, 05-06.
    19. Zhang, Hao & Liang, Xiaoning & Wang, Shiquan, 2016. "Customer value anticipation, product innovativeness, and customer lifetime value: The moderating role of advertising strategy," Journal of Business Research, Elsevier, vol. 69(9), pages 3725-3730.
    20. Lee, Seung-Hyun & Beamish, Paul W. & Lee, Ho-Uk & Park, Jong-Hun, 2009. "Strategic choice during economic crisis: Domestic market position, organizational capabilities and export flexibility," Journal of World Business, Elsevier, vol. 44(1), pages 1-15, January.
    21. Karl E. Weick, 1988. "Enacted Sensemaking In Crisis Situations[1]," Journal of Management Studies, Wiley Blackwell, vol. 25(4), pages 305-317, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sara C. Santos Cruz & Aurora A. C. Teixeira, 2021. "Spatial analysis of new firm formation in creative industries before and during the world economic crisis," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 67(2), pages 385-413, October.
    2. Dekimpe, Marnik G. & van Heerde, Harald J., 2023. "Retailing in times of soaring inflation: What we know, what we don't know, and a research agenda," Journal of Retailing, Elsevier, vol. 99(3), pages 322-336.
    3. Michael Berlemann & Vera Jahn & Robert Lehmann, 2022. "Is the German Mittelstand more resistant to crises?," Small Business Economics, Springer, vol. 59(3), pages 1169-1195, October.
    4. Stjepan Srhoj & Michael Lapinski & Janette Walde, 2019. "Size matters? Impact evaluation of business development grants on SME performance," Working Papers 2019-14, Faculty of Economics and Statistics, Universität Innsbruck.
    5. Iman Cheratian & Saleh Goltabar & Mohammad Reza Farzanegan, 2022. "Survival Strategies Under Sanctions: Firm-Level Evidence from Iran," Working Papers 1569, Economic Research Forum, revised 20 Aug 2022.
    6. John Hulland, 2020. "Conceptual review papers: revisiting existing research to develop and refine theory," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 27-35, June.
    7. Yannis Caloghirou & Ioannis Giotopoulos & Alexandra Kontolaimou & Aggelos Tsakanikas, 2022. "Inside the black box of high-growth firms in a crisis-hit economy: corporate strategy, employee human capital and R&D capabilities," International Entrepreneurship and Management Journal, Springer, vol. 18(3), pages 1319-1345, September.
    8. Jun Sung Kim & Taehoon Kim, 2022. "Geographic spread of COVID‐19 and local economies: Heterogeneous effects by establishment size and industry," Journal of Regional Science, Wiley Blackwell, vol. 62(3), pages 696-731, June.
    9. Srhoj, Stjepan & Kovač, Dejan & Shapiro, Jacob N. & Filer, Randall K., 2023. "The impact of delay: Evidence from formal out-of-court restructuring," Journal of Corporate Finance, Elsevier, vol. 78(C).
    10. Christos Axioglou & Nicos Christodoulakis, 2021. "Which firms survive in a crisis? Investigating Gibrat’s Law in Greece 2001–2014," Economia e Politica Industriale: Journal of Industrial and Business Economics, Springer;Associazione Amici di Economia e Politica Industriale, vol. 48(2), pages 159-217, June.
    11. Alex Coad & Stjepan Srhoj, 2020. "Catching Gazelles with a Lasso: Big data techniques for the prediction of high-growth firms," Small Business Economics, Springer, vol. 55(3), pages 541-565, October.
    12. Andrea Fracasso & Kun Jiang, 2022. "The performance of private companies in China before and during the global financial crisis: firms’ characteristics and entrepreneurs’ attributes," Economic Change and Restructuring, Springer, vol. 55(2), pages 803-836, May.
    13. Kerry Brown & Ferry Jie & Thi Le & Jalleh Sharafizad & Fleur Sharafizad & Subhadarsini Parida, 2022. "Factors Impacting SME Business Resilience Post-COVID-19," Sustainability, MDPI, vol. 14(22), pages 1-15, November.
    14. Richa Chaturvedi & Ashok Karri, 2022. "Entrepreneurship in the Times of Pandemic: Barriers and Strategies," FIIB Business Review, , vol. 11(1), pages 52-66, March.
    15. Sebastian Raisch & Julian Birkinshaw & Gilbert Probst & Michael L. Tushman, 2009. "Organizational Ambidexterity: Balancing Exploitation and Exploration for Sustained Performance," Organization Science, INFORMS, vol. 20(4), pages 685-695, August.
    16. Silviano Esteve-Pérez & Fabio Pieri & Diego Rodriguez, 2021. "Coping with high decline: firms’ resilience to adversity," DEM Working Papers 2021/08, Department of Economics and Management.
    17. Wendong Lv & Yuan Wei & Xiaoyun Li & Lin Lin, 2019. "What Dimension of CSR Matters to Organizational Resilience? Evidence from China," Sustainability, MDPI, vol. 11(6), pages 1-23, March.
    18. Doina I. POPESCU & Sebastian - Ion CEPTUREANU & Eduard - Gabriel CEPTUREANU, 2017. "PECULIARITIES OF STRATEGY IN SMEs," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(1), pages 617-632, November.
    19. Andrew Chan & Francis Cheng & Shuk-Ling Cheng, 2023. "Post-Crisis Sustainable Performance of Manufacturing SMEs: The Roles of Positive Orientation, Financial Slack, and External Networks," Sustainability, MDPI, vol. 15(17), pages 1-18, August.
    20. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:165:y:2023:i:c:s0148296323004216. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.