B-to-B relationships: A resource, knowledge, and capability (RKC) perspective
Marketing and Professional Sales
© 2020 Elsevier Inc. The literature on the establishment and performance of business to business (B-to-B) relationships is extensive and diverse. Multiple perspectives such as the Resource-Based View, Knowledge-Based View, and more recently (Dynamic) Capability-Based View have been used by researchers to explain the existence of B-to-B relationships. While these perspectives have their own merits, they lack cohesion and paint a somewhat scattered picture of the rationale behind B-to-B relationships. This study is an attempt to bring these divergent perspectives together to offer a parsimonious logic for B-to-B relationships – a match or mismatch between what the buyers want (resource, knowledge, and capability) and what the sellers can offer (resource, knowledge, and capability). A 3 × 3 typological framework is proposed, which includes three broad types of B-to-B relationships – balanced relationships (BR), seller dominant relationships (SDR), and buyer dominant relationships (BDR). The boundary conditions and possible outcomes of the relationship types are also outlined. This study has important implications for theory and practice.
Industrial Marketing Management
Digital Object Identifier (DOI)