The relationship between buyer and a B2B e-marketplace: Cooperation determinants in an electronic market context B

‘‘Stop thinking like a supplier and start thinking as a customer.’’ The authors argue that cooperation may be achieved by augmenting the core product with technology-based services. Given the growing importance of real time information exchange and interactivity, a better understanding of the use of technology to the establishment and development of the buyer–supplier cooperative relationships is essential for knowledge advancement. This paper argues that firms should aim to put themselves into their customers ’ shoes and use the ‘‘voice of the customer’ ’ to take their major relationship management decisions. To do so, the authors use a sample of nearly 400 SMEs ’ purchasing managers, to better understand cooperation determinants from the buyers’ perspective. The study reveals that in an electronic marketplace, cooperation is positively affected by termination costs, supplier relationship policies and practices, communication and information exchange, and negatively affected by product prices and opportunistic behavior. Moreover, both relationship commitment and trust play a major role in mediating the relationships between these five determinants and cooperation. Surprisingly, resources relationship benefits do not show a significant impact on either commitment or cooperation. Theoretical and managerial implications of these findings are discussed. D 2005 Elsevier Inc. All rights reserved

Opportunism as the Inhibiting Trigger for Developing Long-Term-Oriented Western Exporter-Hong Kong Importer Relationships

Notwithstanding the extensive literature on opportunism in buyer–seller relationships, scant empirical attention has been given to this issue in both international and Chinese contexts. Using a sample of 202 Hong Kong Chinese importers, this article highlights the harmful effect of Western exporters' opportunism on importers' long-term orientation through the intervening role of key behavioral constructs. The study confirms almost all hypothesized associations between the constructs examined, indicating that an exporter's opportunistic behavior reduces trust and generates conflict. In turn, low trust reduces commitment, and conflict impedes communication. Low levels of both commitment and communication reduce importers' satisfaction, which inhibits their long-term orientation. The importer's proactive initiation of the relationship moderates the link between opportunism and trust but not that of opportunism with conflict. The study also confirms the moderating role of importer dependence and exporters' marketing adaptation on the association of satisfaction with long-term orientation. The authors find moderating effects on this association through the Chinese constructs of renqing and mianzi, albeit in the opposite direction to that hypothesized