Creativity in Buyer-Seller Relationships: The Role of Governance
International Journal of Research in Marketing, Vol. 25, pp. 109-118, 2008
41 Pages Posted: 18 Dec 2008
Date Written: December 17, 2008
This research proposes a framework for relating governance mechanisms (power, contracts, and trust) to the generation of creative approaches to business activities in buyer-seller relationships. The framework is tested with a survey of 262 purchasing agents. The results indicate that trust and contract affect the three facilitators of inter-organizational creativity: (1) knowledge-sharing routines (resources), (2) learning orientation (motivation), and (3) managerial support and open-mindedness (managerial practices). Also, the effects of trust and contract on the creativity in buyer-seller relationships are fully mediated by the above three facilitators. In particular, trust plays a more influential role in stimulating creativity. While power is not significantly associated with any of the facilitators, its overall effect on creativity is negative.
Keywords: innovation, trust, contract, power, buyer-seller relationships, complementary resources, knowledge-sharing routines, learning orientation, open mindedness, management support, governance
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