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

See all articles by Qiong Wang

Qiong Wang

University of Oklahoma - Division of Marketing

Barton A. Weitz

University of Florida - Warrington College of Business Administration

Kevin Bradford

University of Notre Dame

Xu Jun

affiliation not provided to SSRN

Date Written: December 17, 2008

Abstract

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

Suggested Citation

Wang, Qiong and Weitz, Barton A. and Bradford, Kevin and jun, xu, Creativity in Buyer-Seller Relationships: The Role of Governance (December 17, 2008). International Journal of Research in Marketing, Vol. 25, pp. 109-118, 2008, Available at SSRN: https://ssrn.com/abstract=1317402

Qiong Wang (Contact Author)

University of Oklahoma - Division of Marketing ( email )

307 West Brooks
Price College of Business
Norman, OK OK 73019
United States
405-325-2668 (Phone)

Barton A. Weitz

University of Florida - Warrington College of Business Administration ( email )

Gainesville, FL 32611
United States
352-392-7166, ext. 1256 (Phone)
352-392-4379 (Fax)

Kevin Bradford

University of Notre Dame ( email )

361 Mendoza College of Business
Notre Dame, IN 46556-5646
United States

Xu Jun

affiliation not provided to SSRN ( email )

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