Paper info: Interfirm adaptation in a triadic business relationship setting - A case study in business travel industry
Interfirm adaptation in a triadic business relationship setting - A case study in business travel industry
Hanken School of Economics
Place of Publication
The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.
This paper focuses on interfirm adaptation in triadic business-to-business services. The purpose of the study is to explorewhich forms interfirm adaptation takes in the context of triadic relationship setting in B2B service context, and to study how interfirm adaptation extends to the triadic level. The corporate buyer, service supplier, and business travel agency form the core business triad. Two distinct adaptation processes are analysed, the first one is caused by the corporate buyer's savings campaign, and the second one by Internet bookings. The first process implies large scale adaptations of various forms. Regarding the second one, adaptations in booking technology is essential. Three different types of adaptation are discovered. In connected adaptation, adaptations spread from one actor to the two other actors. Derivered adaptation is initiated in one of the dyadic relationships, and responded by the third actor. Triadic adaptation is agreed and implemented in co-operation between all the three actors. The paper links particular adaptations of specific a triad, and investigates them from three different perspectives. The theoretical contributions imply applying the triadic approach to interfirm adaptation, and the knowledge gained of adaptation in the connection of B2B services. Managerial implications concern service supply and sourcing.