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Ekonomiczny wymiar relacji między dostawcą a nabywcą na rynku B2B. Uwagi metodologiczne dla badań empirycznych

100%

Kłeczek R.

Marketing i Rynek

2012

vol. 19

issue 4

2-6

When we will take the assumption that the goal of the firm is its value creation, we need to state that: (1) relation between supplier and buyer in B2B market is not the final goal of the firms, but the mean to increase values if both partners and (2) both supplier and buyer use economic criteria (long term influence of the supplier’s offer on the buyer’s value drivers and the long term influence of buyer’s behavior on the supplier’s value drivers) in the relation’s creation and evaluation. Based on the above assumptions, empirical research projects concerning the B2B buyer seller relations should formulate questions (hypotheses) about economic content of the relations. First, the investigations should concern causation relations between the supplier’s actions, offer knowledge and evaluations and buyer behavior. Second, variables that describe supplier’s actions should concern the economic content of the actions – influence of the supplier’s offer on the buyer’s value drivers. Third, variables that describe knowledge and evaluations of the offer should describe buyer’s understanding of how the offer influences the buyer’s value drivers. Fourth, variables that describe buyer behavior should describe the behaviors that influence the supplier’s value drivers.

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1 Marketing i Rynek

1 Kłeczek R.

1 2012

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Ekonomiczny wymiar relacji między dostawcą a nabywcą na rynku B2B. Uwagi metodologiczne dla badań empirycznych