The Trust-Committment-Flexibility Link in Transnational Buyer-Supplier Relationships: A Network Perspective

• Authors: Rašković Matevž , Makovec Brenčič Maja

Title variants

HR

Veza povjerenje-predanost-prilagodljivost u transnacionalnom odnosu kupac-dobavljač: mrežna perspektiva

• Languages of publication: EN

Abstracts

EN

The purpose of this paper is to analyze the manner in which trust and commitment impact relationship flexibility in a transnational buyer-supplier network context. There is an abundance of research on trust and commitment related to buyer-supplier relationships in the marketing literature; however, their link to relationship flexibility in particular has not attracted much attention within the marketing field to date. Whereas the marketing literature tends to focus on traditional performance outcomes in buyer-supplier relationships (i.e. financial performance, satisfaction, loyalty), the supply chain management literature emphasizes the importance of flexibility as fundamental characteristics of well-performing supply networks. In this paper, a novel network analysis approach is employed for the marketing literature to analyze the link between trust, commitment and relationship flexibility. The analyzed network is a two-mode, egocentric and valued network, consisting of 11 purchasing managers and 53 suppliers connected to a transnational company in the steel construction industry with headquarters in Slovenia. To analyze the impact of trust and commitment on buyer-supplier relationship flexibility, a Multiple Regression Quadratic Assignment Procedure (MRQAP) approach was used. Results show that trust and commitment are not just important determinants of buyer-supplier relationship flexibility in a network context, but also how their impact on relationship flexibility changes depending on the importance of the buyer-supplier relationship. In high importance relationships trust is the overwhelming determinant of relationship flexibility, while in low importance relationships commitment is a more important determinant of relationship flexibility.

HR

Svrha je ovog rada analizirati kako povjerenje i predanost utječu na prilagodljivost odnosa u kontekstu transnacionalne povezanosti kupac-dobavljač. Marketinška literatura obiluje istraživanjima povjerenja i predanosti u odnosu kupac-dobavljač. Međutim izričita povezanost povjerenja i predanosti s prilagodljivošću odnosa do sada u marketingu nije privukla veliku pozornost. I dok je tendencija marketinške literature usredotočenost na tradicionalne ishode odnosa kupac-dobavljač (npr. financijski rezultati, zadovoljstvo, lojalnost) literatura iz područja upravljanja lancima nabave naglašava važnost prilagodljivosti kao temeljnog obilježja uspješnih opskrbnih mreža. U radu je korišten za marketinšku literaturu novi pristup analizi mreža kako bi se analizirala veza (povezanost) između povjerenja, predanosti i prilagodljivosti odnosa. Analizirana je mreža na dva načina, tj. kao egocentrična i cijenjena mreža koja se sastoji od 11 menadžera nabave i 53 dobavljača povezanih u transnacionalnom poduzeću u industriji čeličnih konstrukcija sa sjedištem u Sloveniji. Za analizu utjecaja povjerenja i predanosti na prilagodljivost odnosa kupac-dobavljač korištena je procedura višestruke regresije - Multiple Regression Quadratic Assignment Procedure (MRQAP). Rezultati pokazuju kako povjerenje i predanost nisu samo važne odrednice prilagodljivosti odnosa kupac-dobavljač u kontekstu poslovne mreže, već kako se njihov utjecaj na prilagodljivost odnosa mijenja s obzirom na važnost odnosa kupac-dobavljač. U odnosima visoke važnosti povjerenje je iznimno velika odrednica prilagodljivosti odnosa, dok je u odnosima manje važnosti predanost važnija odrednica prilagodljivosti odnosa.

Keywords

EN

buyer-supplier relationships, trust, commitment, relationship flexibility, network analysis, transnational companies

HR

odnos kupac-dobavljač, povjerenje, predanost, prilagodljivost odnosa, analiza poslovne mreže, transnacionalna poduzeća

• Publisher: Faculty of Economics & Business Zagreb, Department of Marketing, Zagreb, Croatia and CROMAR (Croatian Marketing Association)
• Journal: Market - Tržište
• Year: 2015
• Volume: 27
• Issue: 1

Dates

published

2015-06-30

Contributors

author

Rašković Matevž

• Faculty of Economics, University of Ljubljana

author

Makovec Brenčič Maja

• Faculty of Economics, University of Ljubljana

Identifiers

ISSN

0353-4790