TY  - JOUR
AB  - Purpose This paper aims to explore the possible scenarios after a failed reverse auction to continue a current buyer–seller relationship.Design/methodology/approach 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.Findings 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.Originality/value 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.
VL  - 35
IS  - 3
SN  - 0885-8624
DO  - 10.1108/JBIM-02-2019-0095
UR  - https://doi.org/10.1108/JBIM-02-2019-0095
AU  - Mora Cortez Roberto
AU  - Johnston Wesley J.
PY  - 2019
Y1  - 2019/01/01
TI  - How to recover B2B relationships after a failed online reverse auction
T2  - Journal of Business & Industrial Marketing
PB  - Emerald Publishing Limited
SP  - 551
EP  - 563
Y2  - 2024/05/12
ER  -