Power priorities in buyer-seller relationships: A comparative analysis

Power, as a significant dimension of relationships, continues to be of critical interest in the inter-organizational literature. This article assesses how different relationship types and strategic foci are related to buyers' and sellers' power priorities. Contributing to the discussion of buyer-seller power priority areas as commercial detail, operational issues, strategic issues and attitudes, the research focuses on the influence of relationship types (new, approved, preferred, partnership) on these power priorities in B2B contexts. This is important as partnerships do not simply emerge, but evolve over time suggesting that for both parties there is a period that is transitory. Through a survey of buyers and sellers (n = 355), the research highlights that as partnerships evolve, relational issues complement, but do not supersede, the focus on commercial and operational concerns. Furthermore, within partnerships, whilst sellers' focus on strategic issues increases, it is the total power that grows and the influence agenda is extended, rather than re-distributed. Additionally, it provides detail on how power priorities vary and are differentially distributed between buyers and sellers in different relationship types. This paper contributes to B2B partnership and power theories, challenging assumptions about relationships and adding weight to the increasing suggestion that relationship success is overplayed. (c) 2013 Elsevier Inc. All rights reserved.