Comparing the life-cycles of service sales between buyers and sellers in business relationships through a teleological lens

To compare the life-cycles of service sales between buyers and sellers in business relationships by means of teleological approaches: transformative - ad hoc and present-based actions; formative - pre-determined and past-based actions; and rationalist - goal-directed and future-based actions. A quantitative case study approach was applied; based on 57 service. Teleological approaches enable a framing of the different life-cycles of service sales between buyers and sellers in business relationships. They also stress the need to be aligned, so as to maintain a prosperous business relationship. The teleological stage of both negotiators affects individual interest in achieving the best potential deal for their respective organisations, as well as the quality of the negotiation. The companies must know what teleological approach their employees are following, in order to achieve the best results. This study adds a complementary theoretical perspective on the life-cycles of service sales between buyers and sellers in business relationships.