How to recover B2B relationships after a failed online reverse auction

Roberto Mora Cortez (Department of Entrepreneurship and Relationship Management, University of Southern Denmark, Kolding, Denmark)
Wesley J. Johnston (Department of Marketing, Georgia State University, Atlanta, Georgia, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Publication date: 3 June 2019



This paper aims to explore the possible scenarios after a failed reverse auction to continue a current buyer–seller relationship.


The authors developed a further understanding of reverse auctions through the examination of a longitudinal case study in the mining industry based on grounded theory.


The study indicates that losing a reverse auction is not a death sentence for the current supplier. Four factors influence the potential scenarios: buyer factors, supplier factors, buyer–seller factors and contextual factors. If the overall evaluation favors the current buyer–seller relationship, the supplier can continue the business interaction by full renegotiation or discrete step-by-step reconsideration. Conversely, the buyer–seller relationship would reach a state of dissolution.


This manuscript contributes to the understanding of reverse auction, an under-researched theme in organizational buying behavior theory. This paper is the first attempt to link buyer–seller relationship dissolution and reverse auctions. The authors suggest that more academic endeavors are needed to study online reverse auctions.



Mora Cortez, R. and Johnston, W.J. (2019), "How to recover B2B relationships after a failed online reverse auction", Journal of Business & Industrial Marketing, Vol. 35 No. 3, pp. 551-563.

Download as .RIS



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.