Paper info: Relationally-responsive corresponding in an industrial buyer-supplier relationship
Relationally-responsive corresponding in an industrial buyer-supplier relationship
Lars Esbjerg and Ditte Mølgaard Mathiasen
Place of Publication
The paper was published at the 33rd IMP-conference in Kuala Lumpur, Malaysia in 2017.
Interaction is central to B2B marketing theory and practice, yet our understanding of interaction remains flawed. Amongst other things, models of business-to-business interaction continue to represent firms as clearly distinct entities and do not capture the hustle and bustle of business, or the mix of the mundane tasks and out-of-the-ordinary challenges that business actors continuously face. This paper uses a longitudinal case study of an industrial buyer-supplier relationship as the starting point for developing the notion of relationally-responsive corresponding in buyer-seller relationships. It is suggested that firms become entangled with one another in meshworks of interwoven lines of becoming when intra-acting. It is not what happens within actors or between actors that is important, as some claim, but what happens in-between them.