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Exploring the concept of asymmetry: A typology for analysing customer-supplier relationships

Author

Listed:
  • Rhona Johnsen

    (BU - Bournemouth University [Poole])

  • David Ford

    (Euromed Marseille - École de management - Association Euromed Management - Marseille)

Abstract

In seeking to understand relationships between smaller suppliers and larger customers, there is a growing interest in examining the characteristics of asymmetry in relationships. However, there is a paucity of research that looks at the consequences of size asymmetry for smaller suppliers. Building on IMP (Industrial Marketing and Purchasing Group) research, this paper presents a typology for analysing the consequences of size asymmetry in customer-supplier relationships from the smaller supplier's perspective. The paper reports on the findings from a study involving a total of 48 interviews and eight in-depth case studies of suppliers in the UK textile industry involved in relationships with larger customers. The findings from the study show that the consequences of size asymmetry may vary widely across different relationship characteristics, with both positive and negative outcomes for suppliers. The implications of these findings are that suppliers may take advantage of the positive and constructive consequences of size asymmetry to capitalise on developing their current relationships with customers. In addition, by focusing on the positive consequences of size asymmetry, suppliers may develop the confidence and assurance to develop constructive and more balanced new customer relationships. The paper concludes by identifying the managerial implications for the development of opportunities and customer relationship options for suppliers in asymmetric relationships and proposes that it is important for suppliers to have an assessment instrument to identify the extent of asymmetry or symmetry across their customer relationships.

Suggested Citation

  • Rhona Johnsen & David Ford, 2008. "Exploring the concept of asymmetry: A typology for analysing customer-supplier relationships," Post-Print hal-00952813, HAL.
    • Handle: RePEc:hal:journl:hal-00952813
    DOI: 10.1016/j.indmarman.2007.05.004
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    Citations

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    Cited by:

    1. Wang, Chao-Hung & Hsu, Li-Chang, 2014. "Building exploration and exploitation in the high-tech industry: The role of relationship learning," Technological Forecasting and Social Change, Elsevier, vol. 81(C), pages 331-340.
    2. Brinker, Janosch & Haasis, Hans-Dietrich, 2020. "The impact of an asymmetric allocation of power on the digitalization strategy of port logistics," Chapters from the Proceedings of the Hamburg International Conference of Logistics (HICL), in: Jahn, Carlos & Kersten, Wolfgang & Ringle, Christian M. (ed.), Data Science in Maritime and City Logistics: Data-driven Solutions for Logistics and Sustainability. Proceedings of the Hamburg International Conferen, volume 30, pages 457-484, Hamburg University of Technology (TUHH), Institute of Business Logistics and General Management.
    3. Jan Johanson & Martin Johanson, 2021. "Speed and synchronization in foreign market network entry: A note on the revisited Uppsala model," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1628-1645, October.
    4. Michael S. Aßländer & Julia Roloff & Dilek Zamantili Nayır, 2016. "Suppliers as Stewards? Managing Social Standards in First- and Second-Tier Suppliers," Journal of Business Ethics, Springer, vol. 139(4), pages 661-683, December.
    5. Ethiopia L. Segaro & Kajsa Haag, 2022. "Good Intentions Gone Awry: Government Intervention and Multistakeholder Engagement in a Frontier Market," Journal of Business Ethics, Springer, vol. 180(4), pages 1019-1040, November.
    6. Janosch Brinker & Hans-Dietrich Haasis, 2022. "Power in the Context of SCM and Supply Chain Digitalization: An Overview from a Literature Review," Logistics, MDPI, vol. 6(2), pages 1-19, March.
    7. Talay, Cagri & Oxborrow, Lynn & Brindley, Clare, 2020. "How small suppliers deal with the buyer power in asymmetric relationships within the sustainable fashion supply chain," Journal of Business Research, Elsevier, vol. 117(C), pages 604-614.
    8. Jean, Ruey Jer “Bryan” & Kim, Daekwan & Bello, Daniel C., 2017. "Relationship-based product innovations: Evidence from the global supply chain," Journal of Business Research, Elsevier, vol. 80(C), pages 127-140.
    9. Talay, Cagri & Oxborrow, Lynn & Goworek, Helen, 2022. "The impact of asymmetric supply chain relationships on sustainable product development in the fashion and textiles industry," Journal of Business Research, Elsevier, vol. 152(C), pages 326-335.
    10. Amer Rajput & Saqib Gulzar & Khurram Shafi, 2019. "Impact of Supplier Development on Supplier Performance: Mediating Role of Trust," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 11(2), pages 45-66, June.

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