Search results

Drawing on Foa and Foa’s elaboration of social exchange theory, the authors propose that buyers reciprocate perceived commitment on the part of the salesperson and supplier with commitment on their own parts because of strengthening of the relationship’s tacit governance mechanism – cooperative norms.

This study uses data from 155 buyers doing business with a multinational supplier. The buyers were from firms generating less than $100,000 in billings. The salesforce of the supplier firm sponsoring the research is responsible for account management and communicating directly with buyers.

Buyers, who feel that their suppliers are providing a symbolic, long-term, particularistic benefit (commitment), respond with their own strengthened commitment to the relationship; this mutualism is explained entirely by the mediating effect of the relationship’s cooperative norms. Where buyers perceive generally favorable treatment (satisfaction), without these three qualities, their own reciprocal commitment increases directly and cooperative norms play no part. The results also demonstrate the transition of buyer perceptions of the salesperson as they develop into beliefs about the selling firm as a whole.

Drawing on the “reciprocation-in-kind” principle, supplier firms seeking long-term, open-ended commitment from their customers should cultivate it via similarly long-term and open-ended commitments of their own. Attention must be given to the unwritten, often unstated “rules of the road” for business relationships, as these rules represent the mechanism through which investments in long-term, profitable partnerships bear fruit.

The conceptual model draws on and empirically tests Foa and Foa’s framework within social exchange theory to predict what form of buyer reciprocation will result, based on the characteristics of perceived seller-provided benefits. This study illustrates that the tacit governance structure of a B2B relationship – its cooperative norms – plays a critical role in the strength of a buyer’s commitment to its supplier.

Sustainability is increasingly at the forefront of the public debate in Europe and the world. However, despite this increased interest, research seems to have partially ignored the importance of its social dimension and the issues related to social equity, people care, protection and personal development at all stages of society and, consequently, of business. Accordingly, this paper aims at investigating the “soft” dimensions of sustainability, integrating its mainstream “technical storyline” with a “human/social storyline”.

In this paper a taxonomy of the main key drivers of the soft dimension of sustainability is proposed and tested on a sample of Italian companies. Through interviews with their managers, actions and needs in terms of sustainability soft drivers are identified.

The achieved results demonstrated that the case companies differently integrated the soft dimensions of sustainability within their companies. All the sample companies are aware of the role of social sustainability. According to the proposed taxonomy, the systemic drivers of soft sustainability are the main shared ones.

The paper provides new insights into the essence of the organizational soft dimensions and their centrality in the overall achievement of sustainability for companies. It also offers managerial insights into how to effectively manage these dimensions and policy implications about the need for clearer consideration.