A phase model for solution relationship development: a case study in the aerospace industry. Issue 5 (5th June 2017)

• Record Type: Journal Article
• Authors: Ferreira, Fabiana Nogueira Holanda; Cova, Bernard; Spencer, Robert; Proença, João F.
• Is Part Of: Journal of business & industrial marketing. Volume 32:Issue 5(2017)
• Page Start: 625
• Page End: 639
• Publication Date: 2017-06-05
• Subjects: Solution -- Aerospace -- Triad -- Business relationship -- Complex engineering system; Industrial marketing -- Periodicals; 658.804
• DOI: 10.1108/JBIM-12-2014-0269
• Languages: English
• ISSNs: 0885-8624

Abstract

Abstract : Purpose: The evolution of the business-to-business (BtoB) realm toward solution business calls for a better understanding of how relationships develop over time in such a renewed context. This paper aims to propose a phase model for solution relationship development, considering triadic relationships in complex engineering solutions. Design/methodology/approach: To depict how relationships develop in solution business, the authors adopt a qualitative approach which allows to detail the episodes of interactions between the actors. A case study approach in an extreme sector – the aerospace industry – allows highlighting certain key traits. Extending conventional dyadic analysis, this empirical study focuses on the aerospace industry, using a case study approach to analyze relationship developments between a worldwide leading aircraft manufacturer, one of its customer and four providers of products and services. The authors adopt a triadic perspective in the selection of cases, considering a total of four manufacturer-provider-customer triads. Findings: Four dynamic phases which track solution provision dynamics and involving dyadic and triadic relationship evolution are identified: matching; combining; mixing; and sharing. Each phase calls, from a management perspective, for specific competencies and resources of the actors in interaction. Originality/value: This paper contributes to the gap about solution relationship development in a changing BtoB landscape. Considering the lens of a triadic approach, the paper also helps to fill the as-yet unattended to gap between dyads and triads in the literature.