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This paper seeks to present the formulation of relationships involving different manufacturing flexibility elements related to the total chain of acquisition, processing and distribution in order to assess the level of flexibility practiced by Australian manufacturing industries.

A range of published works and a detailed data gathered from a wide range of Australian manufacturing industry through questionnaires are evaluated to determine how customer‐supplier relationships could have an impact on manufacturing flexibility and enhance the total chain of manufacturing. The main analysis tool used is logistic regression. The knowledge and analysis obtained are linked to evaluate the level of each type of flexibility as well as the impact of customer‐supplier flexibility on the total chain of manufacturing. Finally, a performance assessment framework is developed to connect the interlinking factors and contribution regarding customer, supplier, and manufacturing flexibility of Australian industries.

The relationships and correlation of data displayed would enhance the available body of knowledge on the total chain of manufacturing. Consequently, the relationships found in this paper can be used to support the overall flexibility assessment of manufacturing industries. In the paper, the current flexibility practices of Australian industries are assessed and a framework is suggested based on several elements taken into consideration. As the different elements under flexibility have suggested, the manufacturing flexibility of Australian industries as affected by customer‐supplier participation is found as medium. Suggestions for pursuing improvements are recommended.

The main outcome of the research is to reveal that customer‐supplier relationship could significantly affect the flexibility level within the industries under different functional areas. As a result, to achieve the “real” flexibility of the system, flexibility has to be built into the total chain of acquisition‐processing‐distribution stages, not just focusing on the manufacturing aspects only. The flexibility framework developed in this paper would better assess the impact of customer‐supplier flexibility on the total chain of manufacturing and give more insights for analyzing the flexibility level of customers, suppliers, and manufacturers with data gathered across the globe.

The originality of the paper lies in its detailed analysis of the effect of supplier and customer contribution on manufacturing problems as well as developing a flexibility assessment framework to discuss its impact on the total chain of manufacturing. Its value to both body of knowledge and practitioners are emphasized in the paper.

The purpose of this paper is to study compatibility variations in buyer‐seller relationships between Mainland Chinese firms and Hong Kong Chinese buyer firms that act as intermediaries to markets in the West.

Data are drawn from 19 multiple in‐depth case study interviews with Mainland and Hong Kong Chinese firms and buyer firms from the West.

Compatibility dimensions that provide further evidence of factors that underpin the nature of classical‐type exchange arrangements, vis‐à‐vis relational relationships, within Chinese buyer‐seller interactions are identified. Compatibility variations based on political and legal factors are driven by interpretation and application of Chinese state laws at the business and provincial levels rather than at the national level. Mainland Chinese tend to exhibit authoritative vis‐à‐vis Confucian‐based practices and a short‐term orientation within interactions.

There is a need to expand the psychic distance composite to elucidate compatibility variations within the distinct provincial business regions of China. Quantitative studies to test for compatibility variability in China business practices across China are needed next. A better understanding of the nature of classical inclinations used by the Chinese is crucial, as is an understanding of how firms, both domestic and foreign, are able to leverage classical and relational relationships within Mainland China.

Uncertainty associated with the entrepreneurial behaviours of Chinese businesspersons and a varying emphasis on traditional Confucian values in business result in a hybridisation of interactions across classical and relational types. Guanxi may be evolving beyond traditional social and personal trust as Mainland Chinese business relationships have advanced from the smaller scale CFB stage to the state‐owned enterprise stage, and now to the larger and increasingly important world trade stage.

The paper challenges shortcomings in research that has centred exclusively on the relational nature of Chinese business interactions, and it builds on previous research to study compatibility variations underpinning these Chinese interactions. It predicts a hybridisation of interactions amongst Chinese actors and provides a foundation for future quantitative research to study compatibility variations, and also classical‐type business practices across China. Increased international market awareness may also be leading to the inclusion of an economic trust factor, driving classical‐type Chinese buyer‐seller relationships, as is more characteristic of arrangements found in Western exchanges.

The purpose of this paper is to cast light on the nature of the digitalization process that occurs when digital technologies are adopted in buyer–seller relationships.

The study features a case study from the steel processing industry.

The present research builds on and extends the interaction approach to the context of buyer–seller relationship digitalization process. The study explicates the interrelated elements of digital infrastructure, digital communication and degree of digitalization of the buyer–seller relationship.

The study aims at theoretical generalization and thus produces conceptual understanding that is to some extent applicable to various contexts. The generalization of the empirical insights to other process-focused industries is to some extent possible. However, further research in versatile empirical contexts is needed to validate the results.

For managers, the study presents a success case of digital technologies use for improving a buyer–seller relationship.

The originality of the present research is in the way it depicts how a buyer–seller relationship is gradually digitalized in successive digital technology adoptions, that is, a virtuous cycle of digitalization, that creates and alters the digital infrastructure and digital communication processes between the buyer and the seller resulting in different outcomes (degrees of digitalization in the buyer–seller relationship).

Relational engagement is offered as a framework to describe how buyers and sellers conduct exchange. Relational engagement is conceptualized as a higher-order construct comprising three dimensions: legal bonds, knowledge exchange and co-production. This paper aims to examine the efficacy of the construct by testing its influence on buyer–perceived seller brand equity.

An online survey of 401 US-based industrial buyers was conducted. Data were analyzed using structural equation modeling.

Empirical analysis supports the proposed conceptualization of relational engagement, as well as its influence on seller brand equity through influencing buyer-perceived relationship effectiveness.

Relational engagement offers a template to sellers for engaging organizational buyers. A relational engagement strategy has favorable implications for seller brand equity.

Relational engagement offers a comprehensive strategic perspective on inter-organizational exchange, moving beyond tactical approaches. The framework reflects the continuum of exchange, incorporating transactional-dominant and relationship-dominant forms of inter-organizational marketing practices.

Three types of industrial buyer-seller relational process models are available: joining theory, stage theory, and state theory. However, historically, these models have developed based on the knowledge and cultural context of the Western world. Several researchers note that national culture may have an impact on international industrial buyer-seller relationships. Including culture in the models is highly important, especially as the business environment is increasingly more global and different countries have different business cultures. The goal of this paper is to define the most suitable industrial buyer-seller relational process models for describing relationships in various contexts. The paper includes a through literature review and a single case study in order to reach this objective. A new state theory model evolved during the research. It consists of two beginning states: searching and starting; four purely middles states: constant/static, decline, growth, and troubled; and a purely end state: termination. The state of dormant/inert is both a middle state and an end state, that is, when the relational actors are not in contact does not mean that the relationship has ended, but instead, for example, new legislation may have been implemented, which requires the actors to evaluate their relationship and its future. A relationship goes through the two beginning states in the order mentioned above, but after that, any state may occur.

The boundaries of relationship marketing have been discussed since relationship marketing was first investigated in the 1970s. Investigating these boundaries, this paper reviews the links between relationship marketing and network theory. Three main themes of marketing relationships are identified: relationship marketing, neo‐relationship marketing and network theory. A framework is developed to allow for the positioning of these three themes of marketing relationships. While this framework has been developed in terms of a table, the intent is not to box theorists into neat positions but rather to develop an overall position statement for the three types of marketing relationships. Theorists can discuss marketing relationships depending on their position within the framework. Consequently, the framework allows for further development of relationship and neo‐relationship marketing by offering better applications for the practitioner, and enhances understanding of network theory. Suggestions are offered for the integration of marketing relationships into the marketing curriculum and further implications for marketing research are discussed.

Relationship marketing has been playing an important role in the development of marketing theory and practice. Though the concept has been extensively applied in international marketing in understanding the dynamics of exporter-importer relationships, few studies have looked at dyadic data to investigate the impact of mutuality of relational variables on the exporter-importer relationships. The objective of this study is to understand the impact of mutuality of key relational variables on exporter-importer relationship performance. A dyadic model of mutuality is proposed. The model highlights the impact of balance, level and quality of perceptual bi-directionality of relational variables.

The model was tested using dyadic data collected from exporter-importer relationships involving Australian exporters and their Southeast Asian import partners through a cross-sectional, quantitative survey. Mutuality of relationship constructs was measured using the perceptual bi-directionality (PBD) method.

The results support the central hypothesis that mutuality of relational constructs has an impact on relationship performance.

The study is the first to apply the perceptual bi-directionality method to measure mutuality of relational constructs in an exporter-importer setting. The study contributes to the general understanding of international business and exporter-importer relationship performance in particular.

Research on buyer‐seller relationships in the agricultural sector receives little attention. A growing body of evidence suggests that strengthening buyer‐seller relationships fosters more efficient supply chains. Much of the long‐term relationship literature tends to treat suppliers as a homogeneous group when identifying motivations, strategies and incentives to enhance the quality of buyer‐seller relationships. This article aims to explore the role of long‐term relationships between buyers and sellers in Malaysia's dairy industry, taking into consideration the heterogeneous nature of producers.

The study examines variation in relationship quality (trust, satisfaction, and commitment), loyalty and price satisfaction dimensions, using data from a survey of 133 dairy producers.

Cluster analysis suggests two well‐defined groups differing in terms of demographic characteristics and relationship perceptions about their buyers.

The study results highlight ways milk buyers can develop and promote more appropriate and efficient marketing strategies with milk producers.

This study provides evidence of producer relationship segmentation in an agricultural industry of an emerging economy.

The purpose of this study is to examine whether brand perceptions differ across channel members of luxury brands using the buyer‐seller exchange situation model.

A triangulation approach was used to compare perceptions of different channel members. The data collection was completed in two stages. First, a self‐administered mail survey was sent out to 3,592 individuals from a publicly available mailing list. In‐depth interviews were conducted with 22 retailer buyers.

The findings reveal that brand perceptions differ across channel members. There appears to be a mismatch in the perceptions of wholesalers and retailers that might constitute a source of brand image inconsistencies. Although the final consumers' overall attitude toward the Hugo Boss brand is positive, consumers appear to be in favour of other brands and their inclination to purchase the Hugo Boss brand seems to be relatively low.

The study only examined one brand and is limited to the Australian context. Future research could examine other luxury brands in different countries. The study utilised judgement sampling, which could result in selection bias.

Brand knowledge is crucial to achieving brand image consistency between seller and buyer. Internal marketing techniques could be employed to assess the efficiency and development of brand knowledge among employees, retailers and other channel members.

This is one of the pioneering studies that applies a marketing channel approach to investigate brand image inconsistencies in a concrete working example. It contributes to luxury brand management across borders, opening the way for further research. The study provides ecological validity and reliability by working on a triangulation approach, using qualitative and quantitative research methods.

There are many factors which may influence the ability of wineries to build and maintain long‐term relationships (LTR) with their suppliers of grapes. The aim of this paper is to identify the most important factors which enhance LTR between Australian wineries and grape growers.

A qualitative in‐depth interview technique was employed with 13 Australian grape growers.

The relational dimensions of communication, goal compatibility and use of power were found to influence the relationship quality dimensions of trust and satisfaction, which are also linked to the level of commitment and hence long‐term relationship.

The Australian wine industry is currently suffering economic instability which has resulted in the demise of some relationships between grape growers and winemakers. However, economic misfortunes will no doubt change and inefficiencies will result if LTR are not maintained. These inefficiencies could prove detrimental as the Australian wine industry strives to produce regionally branded and higher quality wine products which are both grape grower derived element. Furthermore, issues related to communication frequency and reduction in trust have implications for communication strategies which may result in the reduction of winery grower liaison staff.

This paper offers a grape/grower‐winery perspective on buyer‐seller relationships. It moderates the theory on communication and its effect on trust and commitment. Furthermore it posits the issue of buyer size on relational dimension and outcomes, which has had little attention in the literature.