To read this content please select one of the options below:

Tensile strength of composite ties in business relationships

John Andy Wood (Department of Marketing, James Madison University, Harrisonburg, Virginia, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 9 November 2018

Issue publication date: 14 June 2019




This paper aims to empirically examine the proposed framework that incorporates multiple business relational ties as components in a composite that can provide strength to relationships. Strength is conceptualized as tensile strength or an ability to withstand stress without permanent deformation of the relationship.


The study uses dyadic survey data collected by mail survey from the organizational buyers and suppliers. Analysis is through moderated multiple regression.


Results indicate that stressors can disrupt individual components of relationships. However, the overall relationship outcome of behavioral loyalty remains intact with tensile strength coming from other components of the relationship.


This research introduces the concept of tensile strength from the material sciences as relevant to dyadic business relationship strength. The outcomes indicate that looking at multiple components of the business relationship provides greater insight into the tensile strength of business relationships.



Wood, J.A. (2019), "Tensile strength of composite ties in business relationships", Journal of Business & Industrial Marketing, Vol. 34 No. 4, pp. 810-820.



Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Related articles