Exploring the dark side of cooperative buyer-seller relationships

Abstract

Purpose

This paper aims to study the dark side of cooperative buyer-seller relationships to improve our knowledge of this phenomenon.

Design/methodology/approach

A selective definition of dark side has been adopted, linking it to relationships of a cooperative nature within which one of the two partners assumes an opportunistic behavior. Taking into account this definition, the first part of the paper critically reviews those studies which have analyzed cooperative relations along the supply chain, drawing attention to the formation of a dark side. The second part of the paper re-examines the association between cooperation and opportunism, taking the point of view of the disadvantaged partner and adopting the networking perspective developed by the Industrial Marketing and Purchasing (IMP) Group.

Findings

The literature review enables one to identify two types of dark side. In the first case, the partner at a disadvantage is aware of what is going on, but remains trapped in the relationship because of a power imbalance and a strong dependence. In the second case, the relationship is spoilt by one partner keeping a secret from the other, exploiting an information asymmetry. The main constructs of the IMP approach have made possible to shed light on the two different types of dark side – trap and secret – that were examined from the perspective of the disadvantaged partner.

Practical implications

The analysis of the disadvantaged partner has made it possible to understand what strategies he can use to prevent or mitigate such a disadvantaged position.

Originality/value

The paper develops an original view of the phenomenon of dark side in cooperative relationships.

Citation

Grandinetti, R. (2017), "Exploring the dark side of cooperative buyer-seller relationships", Journal of Business & Industrial Marketing, Vol. 32 No. 2, pp. 326-336. https://doi.org/10.1108/JBIM-04-2016-0066