Relational value creation and appropriation in buyer supplier relationships
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2014-09-22
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1. Purpose – Interfirm relationships create value, but buyers and suppliers can appropriate this value indifferent amounts. Using the relational-view of strategy, the purpose of this paper is to explain valuecreation and determine the portion of that value appropriated by each organization. 2. Design/methodology/approach – The data source was a survey with 166 respondents coveringtwo industries. The authors used confirmatory factor analysis to validate construct measurement andstructural equation modeling to test the hypotheses. A parallel qualitative investigation composed of31 interviews assisted in interpreting the findings. 3. Findings – Based on the relational view of strategy, the authors found support for only two of the fourhypotheses that sought to explain value creation. This result calls into question the applicability of thistheory to contexts other than the automotive industry, in which it was developed. Only a joint constructcombining Relational Governance and Resource Complementarity had a significant effect on relationalvalue creation. With respect to value appropriation, although both buyers and suppliers captured part ofthe relational value created, the buyers tended to receive the great majority of this value. 4. Research limitations/implications – The focussed context of this study (Brazilian companies inthe personal care/cosmetics and food/beverage industries) limits its generalizability but providesdeeper insight into the interpretation of its results. 5. Practical implications – Both buyers and suppliers can benefit from collaborative relationships, butbuyers appear to capture a larger share, forcing suppliers to continuously seek new sources of value. 6. Originality/value – This paper bridges the gap between the buyer-supplier literature and the definitionof competitive advantage as value creation found in the strategic management literature. This studyproposes and tests an integrative definition of the relational value that is created and appropriated in a dyad.