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The purpose of this paper is to explore the marketing “processes” of governing multiple export relationships under the theoretical framework of governance value analysis (GVA). Specifically, this work examines the internal exchange attributes of transaction-specific investments and psychic distance on the adaptation/standardization of relational behavior and detailed contracting and how process adaptation/standardization influences new product outcomes and jointly created value in the focal export relationship.

A survey was conducted of 151 US manufacturers regarding their relationship with their primary foreign buyers. Data were analyzed with partial least squares estimation.

The results indicate that high levels of transaction-specific investments lead to the adaptation of relational behaviors whereas high levels of psychic distance lead to less adaptation of detailed contracting. The adaptation of relational behaviors and detailed contracting reflect differential direct effects on export performance. Furthermore, the results indicate that there is a significant positive interaction effect between the adaptation of relational behavior and detailed contracting on jointly created value in the focal export relationship.

The findings of the study reveal that adaptation of the marketing process related to relationship governance strategies can play an important role in the export marketing process, but managers must proceed with caution in balancing relational behavior and detailed contract adaptation. The results also point to the importance of understanding the underlying source of uncertainty and adapting appropriate aspects of governance for enhancing jointly created value in the export relationship.

The value of this research lies in its goal to highlight the issue of marketing process adaptation across multiple export relationships. Less attention has been paid to the marketing “processes” of governing multiple export relationships in the international marketing strategy literature relative to “program” standardization/adaptation. This is one of the first empirical studies on marketing process adaptation of governance employing the theoretical framework of GVA.

The marketing literature on service conversation in dyadic services has elaborated two approaches. An advisory approach involves providers giving customers expert advice on how to advance difficult projects. By contrast, a relational approach involves providers exchanging social support with customers to develop commercial friendships. Inspired by the transformative turn in service research, this study aims to develop a third approach, one that helps customers to cultivate their own agency, potential and well-being.

The emergent model of service conversation is based on in-depth interviews with providers and clients of mental health services, including psychological counseling, psychotherapy and personal coaching.

A transformative approach to service conversation involves the iterative application of a complementary pair of conversational practices: seeding microtransformations by asking questions to inspire new ways of thinking, feeling and acting; and nurturing microtransformations via non-evaluative listening to affirm customers’ explorations of new possibilities. This pair of practices immediately elevates customers’ sense of psychological freedom, which, in turn, enables their process of self-transformation, one microtransformation at a time.

This study offers dyadic service providers a conceptual framework of advisory, relational and transformative approaches to service conversation for instrumental, communal and developmental service encounters, respectively. This framework can help dyadic service providers to conduct more collaborative, flexible and productive conversations with their customers.

Three approaches to service conversation – advisory, relational and transformative – are conceptually distinguished in terms of their overall aims, provider practices, customer experiences, customer outcomes, allocations of airtime, designations of expertise, application contexts, prototypical examples and blind spots.

The health service response to COVID-19 provided a unique opportunity to build our understanding of the leadership styles in use in managing a crisis event. Existing literature emphasises command and control leadership; however, there has been less emphasis on relational approaches and the behaviours necessary to ensure the agility of the response and minimise the risk of relational disturbances. The purpose of this paper is to understand leadership styles in use, as part of a health service response to COVID-19.

This paper draws on data from semi-structured interviews with 27 executives and senior leaders from a tertiary health service in Australia. The data were analysed using thematic analysis. Notes and examples were coded according to deductively derived criteria around leadership styles and competencies from the literature, while remaining open to emergent themes.

Health system leaders described examples of both command and control and relational leadership behaviours. This dually provided the discipline (command and control) and agility (relational) required of the crisis response. While some leaders experienced discomfort in enacting these dual behaviours, this discomfort related to discordance with leadership preferences rather than conflict between the styles. Both leadership approaches were considered necessary to effectively manage the health system response.

Crisis management literature has typically focused on defining and measuring the effectiveness of behaviours reflective of a command and control leadership response. Very few studies have considered the relational aspects of crisis management, nor the dual approaches of command and control, and relational leadership.

This paper aims to adopt a relational dialectics analysis approach to provide qualitative depth and insight into the ways intercultural families manage intercultural tensions around consumption. The authors pay particular attention to how a relational dialectics analysis reveals a relational change in the family providing evidence to demonstrate how a family’s unique relational culture evolves and transitions.

Qualitative insights from a relational-dialectic analysis on 15 intercultural families are used to illustrate the interplay of stability with instability in the management of intercultural dialectic tensions within these families.

Intercultural dialectical interplay around food consumption tensions are implicit tensions in the household’s relational culture. Examples of dialectical movement indicating relational change are illustrated; this change has developmental consequences for the couples’ relational cultures.

This study provides qualitative insights on relational dialectics in one intercultural family context and reveals and analyses the dialectical dimensions around consumption in the context of intercultural family relationships. The research approach could be considered in other intercultural and relational contexts.

Family narratives can be analysed within the context of two meta-dialectics that directly address how personal relationships evolve; indigenous dialectic tensions within a family can also be identified.

This paper demonstrates the qualitative value of a relational dialectics analysis in revealing how food consumption changes within families are the result of reciprocal or interdependent learning, which has consequences for relational change.

This paper aims to investigate the role of relational governance in innovation platform development, specifically investigating the context of living labs.

Two longitudinal case studies are presented, derived from auto-ethnographic narratives, qualitative interviews and secondary documents, which cover the critical stages in the development of each living lab.

Empirical insights demonstrate the relevance of coordination activities based on joint planning and activities to support innovation platform development across different stages. The governance role of research actors as platform activators is also identified.

The paper offers a useful perspective for identifying collective goals between living lab actors and aligning joint activities across different stages of living lab development.

The case provides insights into the challenges and opportunities for collaboration between academia, industry and users to support sustainable construction innovation.

A relational governance mode is identified, going beyond top down or bottom up approaches, which contributes a new understanding of how collective goals align within a relational space.

The purpose of this paper is to analyze how the service infusion literature explains competitive advantage through services. The four strategic management theories – competitive forces, the resource-based view, dynamic capabilities, and relational view – are applied in the analysis.

A systematic literature review analyzes the links between the service infusion and strategy literature.

The review reveals that although discussion of service infusion applies strategic management concepts, the stream lacks rigor with respect to construct definition and justification. Additionally, contextual variables are often missing. The result is an over-emphasis of contextually bound measures, such as technology, and focal actors.

The growing trends toward social networks, co-specialization, actor dependency and shared resources encourage service infusion scholars to focus on network-related and relational capabilities, co-opetition, open business models, and relational rent extraction. Furthermore, service infusion research would benefit from considering strategy-based theoretical discussions, constructs, and constraints that would improve the scientific rigor, impact and contribution.

This paper represents a systematic attempt to link the service infusion literature with strategic management theories and thoroughly analyzes the knowledge gaps and possible misconceptions.

The purpose of this study is to build a generic model for relational development of a value proposition for a service concept. The study seeks to answer two questions: First, what kind of process is practical for joint development of a service concept in customer–service provider collaboration? Second, what are the functional principles for such collaboration?

A participative, design science approach was used to develop the model for a joint-development process. Researchers developed and analyzed joint activities between a provider of industrial maintenance service solutions and its customer during the process of co-developing a service concept for factory maintenance.

The study suggests that a co-development process has to integrate service blueprinting, a stage-gate philosophy, dialogical interaction principles and elements of joint learning to meet the requirement for both efficiency and relationality.

The study develops a generic model for collaborative development of value propositions that integrates the aforementioned elements of separate streams of research. Applying the developed model to different contexts would further verify and enhance it.

The model can be applied to the development of a value proposition in different collaborative development situations to enhance interplay between efficiency and relationality.

The study illustrates a generic model for joint service concept development and proposes a solution balancing contradictory requirements in such a collaboration.

The purpose of this paper is to investigate the influence of social capital and relationship quality on key account management (KAM) effectiveness.

Based on the literature, the authors designed a framework that links social capital, relationship quality and KAM effectiveness. Data were collected through a self-administered questionnaire. Using data from a sample of 172 business-to-business supplier firms, the authors examined this model.

The research results provide empirical support to the importance of relational aspects of KAM by showing how the relational aspects of relationship quality and social capital influence the effectiveness of the supplier-key account relationship.

The authors add to the literature on relational KAM by integrating theoretical perspectives on social capital, relationship quality and KAM. They develop a model that investigates the antecedents of the effectiveness of supplier–key account relationships from a relational perspective. The study explains the relationships between six constructs representing social capital (ability, benevolence, integrity, flexibility, information exchange and solidarity) and three constructs representing relationship quality (trust, satisfaction and relationship atmosphere), together with the relationships between these three constructs of relationship quality and KAM effectiveness.

Recent global migration trends have led to an increased prevalence, and new patterning, of intercultural family configurations. This paper is about intercultural couples and how they manage tensions associated with change as they settle in their new cultural context. The focus is specifically on the role food plays in navigating these tensions and the effects on the couples’ relational cultures.

A qualitative relational–dialectic approach is taken for studying Polish–Irish intercultural couples. Engagement with relevant communities provided multiple points of access to informants.

Intercultural tensions arise as the couples jointly transition, and food consumption represents implicit tensions in the household’s relational culture. Such tensions are sometimes resolved, but sometimes not, leading to enduring tensions. Dialectical movement causes change, which has developmental consequences for the couples’ relational cultures.

This study shows how the ways that tensions are addressed are fundamental to the formation of a relational family identity.

Recommendations emphasise the importance of understanding how the family relational culture develops in the creation of family food practices. Marketers can look at the ways of supporting the intercultural couple retain tradition, while smoothly navigating their new cultural context. Social policy analysts may reflect on the ways that the couples develop an intercultural identity rooted in each other’s culture, and the range of strategies to demonstrate they can synthesise and successfully negotiate the challenges they face.

Dealing simultaneously and separately with a variety of dialectical oppositions around food, intercultural couples weave together elements from each other’s cultures and simultaneously facilitate both relational and social change. Within the relationship, stability–change dialectic is experienced and negotiated, while at the relationship’s nexus with the couple’s social ecology, negotiating conventionality–uniqueness dialectic enables them reproduce or depart from societal conventions, and thus facilitate social change.

Sustainable purchasing and supply management (SPSM) is a lever of sustainable development for companies and remains an interesting research issue that can be analysed from various perspectives. By considering the polymorphic concept of proximity as a theoretical support, this research studies the buyer–supplier dyad and aims to answer the following question. How does the diversity of buyer–supplier dyad relationships influence the SPSM of direct and indirect purchases within a manufacturing company?

The authors used a qualitative approach founded on a matrix analysis to describe buyer–supplier relationships through the prism of the proximity concept. The field of study consists in a single case with embedded units including a manufacturing company and a sample of 13 suppliers of direct and indirect purchases.

The research reveals diverse combinations of proximities that characterise relationships between a buyer and suppliers of several purchasing categories. This diversity of relational contexts influences SPSM in different ways. The authors highlight three SPSM approaches labelled contractual, relational and embedded and describe practices carried out with suppliers as part of the different relational profiles.

The research is developed in a single perspective. To ensure that it can be generalised, it should be applied in other contexts supported by new case studies.

The research provides practitioners with guidelines on building successful buyer–supplier partnerships in a sustainable view. The authors’ findings aid managerial decision-making by validating the necessity of adapting SPSM depending on buyer–supplier relational situations.

This paper offers an original study angle on buyer–supplier relationships based on a proximity analysis. The authors’ research confirms the variety of sustainable purchasing relationships underlined by the literature and can advance the portfolio approach to sustainable purchasing.