Mapping the Evolutionary Stages of Asymmetrical Supplier-Buyer Relationships: Evidence from the Turkish Textile Industry

Abstract The aim of this paper is to empirically investigate asymmetrical relationship development stages by examining four relationship constructs from small textile suppliers’ perspective and identifying areas for... [ view full abstract ]

Abstract
The aim of this paper is to empirically investigate asymmetrical relationship development stages by examining four relationship constructs from small textile suppliers’ perspective and identifying areas for improvement. This study adopted a multiple case study method for investigating the research question. Prior studies into business-to-business marketing have explored asymmetry in dyadic relationships that resulted in limited understanding to our knowledge. The research findings contributed to the understanding of how small suppliers identify critical relationship characteristics that help them to develop symmetries through initial, development and sustainment stages in size asymmetry.
Keywords: Asymmetry, Size, Relationship Development, Supplier, Buyer, Turkey
Track: Business-to-Business Marketing