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Argues that the unidirectional measurement and evaluation of the trust in a specific business relationship is not enough to understand the trust between two actors in a dyadic business relationship. Furthermore, mutual trust may not always be sufficient to understand the trust in a specific dyadic business relationship. The incorporation of a third actor may improve the understanding of trust in dyadic business relationships. Therefore, a method is applied to analyze the dynamics of trust in triadic business networks.

The author argues that the unidirectional measurement and evaluation of the dependence in a specific relationship is not enough to understand the existing dependence between two actors in a dyadic relationship, but a bi‐directional approach may be necessary. Furthermore, a bi‐directional approach may not always be sufficient to understand the dependencies in a specific relationship. The incorporation of a third actor may improve the understanding of dependencies in dyadic business relationships. Therefore, a method is applied to analyze the dynamics of dependence in triadic business networks.

The unidirectional measurement and evaluation of the service quality in a specific service encounter is not enough to understand the existing service quality between two actors in a dyadic service encounter. Furthermore, a bi‐directional approach may not always be sufficient to understand the service quality in a specific service encounter. The incorporation of a third actor may improve the understanding of service quality in dyadic service encounters. Therefore, a method is applied to analyze the dynamics of service quality in triadic business networks.

This study examines the institutional setting and decision-making structures among key industry actors in the Malaysian housing industry, using the IMP network approach and institutional theory as theoretical lenses. The purpose of this study is to uncover the role of NGOs, housing developers and the government at a collective level within a highly regulated housing market. This study uses “relationships” as the unit of analysis, focusing on triadic interactions of NGOs, housing developers and the government.

This study applies the qualitative case-study-research approach, using 20 in-depth interviews from the purposefully selected industry actors within the housing market, online observations and documents.

The findings suggest that NGOs play an influential role in housing-industry interactions and outcomes. In particular, the Real Estate and Housing Developers Association can influence the members’ decisions through supportive and disruptive actions.

This study contributes to our understanding of how NGOs interact with their regulator and housing developers and how these three parties co-evolve and respond to institutional demands in a housing market that is bound by a highly restricted housing policy. By understanding how actors interact within a network and how it affects each other’s decision, it may assist policymakers in formulating policies that can improve market efficiency. It also aids businesses in formulating their collective strategies.

This paper seeks to address the risks for a main contractor firm's project business that arise from subcontractors' inter‐organizational relationships in complex‐ and dynamic‐project networks.

Existing project risk management research neglects the management of such relational risks in networks. This paper discusses this un‐researched area by analyzing triads representing sub‐networks of three actors in a larger network. The empirical study employed several semi‐structured interviews in two global contractor organizations. Critical incidents identified in triadic settings were used to explain the logic of how risks arose from subcontractors' inter‐organizational relationships.

This paper identifies four categories of risk sources characterized by subcontractors' inter‐organizational relationships. The four risk source categories are based on subcontractors' relationships with other subcontractors, the contractor's competitor the contractor's client and non‐business actors (e.g. a local authority or regulatory body).

The empirical study emphasizes the dynamic nature of the risks that business relationships cause in the main contractor's current and future projects and business. Furthermore, the empirical analysis suggests that the risks arising from subcontractors' relationships have an impact on two different layers: the temporary project network layer and the permanent business network layer. The impacts of risk on the temporary project network layer relate to specific sales and delivery projects, whereas the impacts of risk on the permanent business network layer relate often to changes in the network position of the business players.

This paper suggests a novel risk management approach, where risks and opportunities arising from subcontractors' relationships are actively taken into account in subcontractor management.

This paper aims to develop the existing theoretical concept of a triad by informing it with the activity-resource-actor (ARA) model in a new empirical context of lean management (LM).

This conceptual paper draws on the industrial marketing and purchasing (IMP) school of thought and the ARA model as theoretical lenses to inform research on triads in an LM context.

The authors find that closed buyer-supplier-supplier (BSS) and buyer-supplier-logistics service provider (BSL) triads, which we call “lean triads,” had a positive impact on LM. The authors display the drivers for closure – LM improvements (Table 2) and the properties of these “lean triads” (Figure 3).

The paper focuses only on closed triads and is based on previous empirical studies.

The authors demonstrate to lean managers the drivers for connecting their partners in BSS and BSL triads and show the importance of developing relationships on three layers between all three actors in both triads to improve a firm’s lean performance.

The authors contribute to the discussion within the IMP school of thought on the value of triads by enriching the understanding of a triad concept with the ARA model, which compounds a concept of a multilayered triad in an LM context.

Business ecosystem is described as a web of loose relationships, thereby posing some challenges to coordination. In attempt to ensure coordination in business relationships, scholars have proposed relational and contractual governance mechanisms. Hence, this study aims to examine the effects of governance mechanisms on coordination in the pharmaceutical business ecosystem (BE), with the potential mediating effects of closeness and opportunistic behavior.

The study adopted quantitative approach with cross-sectional survey research design to collect data from the business ecosystem of pharmaceutical company X in Ghana. A structured questionnaire based on a five-point Likert scale was employed to collect data. Analysis was based on 173 institutions (both local and international) selected from pharmaceutical BE. Various validity and reliability checks were conducted before the presentation of the actual analysis, which was conducted using ordinary least squares (OLS) regression in Statistical Product and Service Solutions (SPSS).

The results of the study revealed that both relational and contractual governance have a direct positive effect on coordination between pharmaceutical BE members and the focal firm. The effect of contractual governance on coordination is however, partially mediated by opportunistic behavior. Finally, closeness also fully mediated the effect of relational governance on coordination.

The study builds on the governance mechanisms in exchange relationship, which was hitherto largely limited to the dyadic and triadic business network, partnerships and strategic alliances studies. The contribution to BE literature provides further understanding into transaction cost economics and relational exchange theory, which was dominantly applied in dyadic relationships ties such as partnerships, alliances and networks.

Using a combined Industrial Marketing and Purchasing’s network approach and institutional theory, this paper aims to explore why firms exploit dual marketing strategy that targets both the consumer (business-to-consumer) and business markets (business-to-business). This study uses the regulated housing market as its research context in examining how housing developers cope with government intervention when implementing a dual marketing strategy.

This study applies a qualitative case study research approach, using 19 in-depth interviews, from the purposefully selected industry actors within the housing market, observations and documents.

The findings uncover housing developers’ struggles in dealing with government intervention when they adopt a dual marketing strategy. When dealing with the regulated consumer market, developers formed an issue-based net with other competitors and used their association to bargain with the government for flexibility in public policy. When selling to the business market, in which the private investment club emerged as a powerful actor, they initiated strategic net and influenced property developers’ pricing and selling strategies. The findings also demonstrate that the restrictions imposed on the consumer market have a spillover effect on the business market, which reflects the contextual embeddedness of the two markets.

This study contributes to the understanding of how actors strategize and co-evolve when implementing a dual marketing strategy. It helps policymakers, business actors and other connected actors to understand the interactions of all actors within a network that affects each other’s decisions.

While the research of dyadic business relationships is often dedicated to measuring and evaluating the dependence between actors as a unidirectional phenomenon, it is sometimes referred to as a bi‐directional issue of importance in the management of a firm’s business relationships. A unidirectional measurement and evaluation of the dependence in a specific dyadic business relationship is not always sufficient to understand the existing dependence between two actors and instead a bi‐directional approach may be required. Furthermore, there is a lack of a formalised and structured procedure in order to measure and evaluate the mutual dependence in such a relationship. Therefore, this article introduces a dependence application of the perceptual bi‐directionality‐method, i.e. the PBD‐method, in order to measure and evaluate the mutual dependence in dyadic business relationships.

This paper aims to clarify the meaning of Interactive Network Branding (INB) and demonstrate its importance for business relationship development, within a cross-cultural context of emerging markets (EM). More specifically, it integrates the idea of INB through its three branding dimensions into the first three relationship development stages introduced in the seminal article by Ford (1980). By bringing INB into relationship development, and by considering its embeddedness in a cultural context, the study extends current understanding of business relationships in connection to corporate branding.

The study is empirical and explorative. To reach the research aims, the authors apply a qualitative approach and present findings from four business relationships in two EM contexts, namely, the Croatian and Russian markets. Ten interviews have been undertaken, and the analysis was conducted by applying sensemaking and narrative approaches.

Findings show the influence of INB dimensions on three stages of business relationship development. In both EMs, the external dimension is found to be dominant for the pre-relationship stage while the internal dimension for the early stage. At the same time, mutual INB dimension, which is built on interpersonal interactions, is influencing each stage to a certain manner, while being a dominant dimension in the development stage. Also, the role of each dimension in a specific stage of relationship development is conditioned by the cultural context in which business relationships are embedded.

Based on the chosen qualitative research approach and focus on two countries, the findings might lack generalizability. Thus, future research is needed to observe business relationship development through INB dimensions in different cultural environments.

This paper provides a new perspective for managers on coping with the development of business relationships and branding in the EM context.

This is the first attempt to study business relationship development through branding perspective in general and INB perspective in particular. It builds a deeper understanding of identity, reputation and mutual INB dimension and their manifestation and influence on each relationship stage. In addition, the study has a cultural context, which makes it one of the rare cross-cultural studies related to branding in business marketing research.