Value creation in the relationship life cycle: A quasi-longitudinal analysis

Andreas Eggert, Wolfgang Ulaga and Franzizka Schultz
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Andreas Eggert: University of Paderborn
Wolfgang Ulaga: ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris
Franzizka Schultz: University of Paderborn

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Abstract: Among the growing literature on value creation in collaborative buyer–seller relationships, most researchers examine relationship value at a single point in time. In the present research, we explore whether different stages of the relationship life cycle moderate the relative importance of value-creating dimensions. To shed light on the dynamic nature of value in B2B relationships, we present the results of a survey among purchasing managers using a quasi-longitudinal research design. Our findings confirm the moderating role of the relationship life cycle in value creation. More precisely, our results indicate that a key supplier's potential for value creation in customer's operations increases in relative importance as relationships move through the life cycle. In turn, supplier's capabilities to create superior value at the level of the customer's sourcing process display a decreasing role over the life cycle of a business relationship. No significant link was found in the present study between value creation through a supplier's core offering and different stages of a buyer–seller relationship.

Keywords: Relationship value; Relationship life cycle; Value dimensions (search for similar items in EconPapers)
Date: 2006-01
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Citations: View citations in EconPapers (28)

Published in Industrial Marketing Management, 2006, Vol.35,n°1, pp.20-27. ⟨10.1016/j.indmarman.2005.07.003⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00482487

DOI: 10.1016/j.indmarman.2005.07.003

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