The purpose of this study is to increase understanding of gaps in buyer‐seller relationships. Increasingly complex, rapidly changing, and dynamic business environments provide a rich research environment for analysing gaps in business relationships. Traditionally, gaps have been examined from the static and single party perspective. However, dyadic buyer‐seller relationships can be revealed, described, and analysed in new ways by viewing intraorganisational and interorganisational gaps longitudinally as chains of interactions in relationships and from the perspectives of several parties. In this study the gaps are understood as consisting of concepts such as inconsistency, critical incident, conflict, gap, and perceived differences.
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