Business to business (B2B) alliances in the healthcare industry: a review of research trends and pertinent issues

Abstract

Purpose

This study aims to find, analyse and synthesise the body of literature on how different health-care businesses form business-to-business (B2B) alliances. By doing so, this study seeks to identify visible research gaps to suggest future research questions and develop a conceptual framework to set a future research agenda.

Design/methodology/approach

The study uses the time-tested systematic literature review method to identify 57 studies that have addressed B2B relationships in the health-care industry. Thereafter, a qualitative analysis is performed to delineate the research profile and synthesise the key themes examined in the selected studies.

Findings

The qualitative analysis uncovers two key thematic foci: types and purposes of B2B relationships and pertinent issues in continued B2B relationships. Within these themes, the authors highlight different types of firms and their reasons for engaging in B2B relationships. The authors also summarise various issues that these firms deal with in such relationships. Finally, the authors highlight the limitations in the existing research and suggest future research questions to address them. The findings are summarised in a conceptual framework.

Originality/value

Although several reviews exist that evaluate the state-of-the-art research on B2B relationships, very few have examined the same in the context of health care. This review adds value to the research by providing a comprehensive overview of the existing findings in the area to encourage future research through a conceptual framework.

Citation

Madanaguli, A.T., Dhir, A., Talwar, S., Singh, G. and Escobar, O. (2022), "Business to business (B2B) alliances in the healthcare industry: a review of research trends and pertinent issues", Journal of Business & Industrial Marketing, Vol. 37 No. 8, pp. 1688-1705. https://doi.org/10.1108/JBIM-01-2021-0060