Examining the dynamics of bargaining power in buyer-supplier negotiations: insights from a case study in the German automotive industry

Buyer-supplier negotiations play a central role in supply chain networks regulating the conditions for the exchange of goods. This paper investigates the relationships between influencing factors and their impact on bargaining power. In a multiple case study, we triangulate secondary data from 12 German automotive suppliers. Following a structural equation modelling approach, bargaining power and the effects of those influencing variables are analysed. Four relationships can be found. (1) The availability of internal resources and the existence of strong buyer-supplier relationships have a positive effect on bargaining power. (2) A positive influence of buyer-supplier relationships on gaining access to internal resources can be identified. (3) External market conditions have a small negative effect on bargaining power. (4) No significant effect can be found looking at the impact of external market conditions on internal resources or buyer-supplier relationships. The findings support theory by showing that internal resources and strong buyer-supplier relationships positively influence bargaining power. Based on these results, managers are advised to prioritise strategic resource allocation, implement win-win strategies, and employ benchmarking techniques to enhance competitiveness and strengthen bargaining positions.