Buyer–supplier collaborative relationships: Beyond the normative accounts

This paper presents a critique of the normative, buyer-supplier literature and in addition suggests that the more empirically-based literature needs to expand its scope of attention beyond its traditional confines of attention. Four main deficiencies are identified within much of the existing buyer-supplier literature. Firstly, collaborative buyer-supplier theories fail to discriminate sufficiently between individual and firmlevel buyer-supplier decision-making. Secondly, the stage models of relationship development are challenged. Thirdly, the interdependencies between buyer-supplier relations and other, competing organizational priorities are highlighted. Fourthly, we question the monolithic constructs of organizational ‘commitment’ and ‘trust’ underpinning much existing relationship-marketing literature. Examples are presented of collaborative buyer-supplier practice drawn from multisector case study research of customer-responsive supply chains. We argue that, even in exemplary circumstances, collaborative relationship practices are susceptible to failure due to wider organizational and behavioural issues.