Triadic analysis of business relationship’s ending: a case study of a dyad and a third actor

• Published in: The Journal of business & industrial marketing 2015-10, Vol.30 (8), p.891-905
• Main Author: Schreiner, Anniina
• Format: Article
• Language: English
• Subjects: Business-to-business marketing/industrial marketing; Case studies; Consortia; Distribution channels & markets; End users; Health care; Industrial markets; Influence; Marketing; Qualitative research; Research design
• ISSN: 0885-8624; 2052-1189
• DOI: 10.1108/JBIM-01-2014-0023

Purpose – This paper aims to improve the knowledge of the way business relationships end by using a triadic analysis. Triadic analysis is used as a tool, permitting the examination of a dyadic business relationship in relation to a third actor(s). The triadic approach has been chosen for two reasons: first, because a triad is the smallest possible network and so offers a network perspective on the phenomenon. Second, the triadic approach exposes the process of forming internal and external coalitions, which affects the course of events and, thus, offers a different perspective from the traditional dyadic one on the dissolution of business relationships. Design/methodology/approach – As adopting a triadic perspective on the ending of business relationships and the field of research are relatively new, data gathering and empirical findings play an important role in producing understanding of the phenomenon. This qualitative research uses the abductive approach, in which empirical findings are systematically combined with the theoretical literature related to the topic. The research also draws from the theoretical literature of ending dyadic business relationships and uses a body of literature from the field of sociology where triadic analysis has long been used. Findings – As the result, this paper presents a model describing the end of a triadic business relationship and details the characteristics that derive from a triadic perspective. The study answers questions on what kind of process takes place when a triadic business relationship is ending; what kinds of sub-processes can be identified; and also adds information on what kinds of coalitions companies may form during the ending process of a triadic business relationship. The findings suggest that triadic analysis is an appropriate tool when studying a dyadic business relationship in relation to third actors. Originality/value – The research offers a new insight into the phenomenon of ending business relationships by using a triadic perspective.