Mutual Uncertainty Preparedness in Business Relationships

Thomas Ritter, Michael Kleinaltenkamp, Carsten Lund Pedersen

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

Abstrakt

Illustrated by the current Covid-19 crisis, business relationships can serverely be impacted by forces that are outside the control of either sides of the relationship. Given this uncertainty, or sudden strategic surprises, and the need for managers involved in a business relationship to handle such situations successfully, we propose the novel concept of mutual uncertainty preparedness, which conceptualizes the degree to which partners create crisis readiness in the relationship to act when a crisis eventually materializes. Based on different streams of literature, we suggest fitness and motivation as conceptual dimensions of mutual uncertainty preparedness. We also develop a theoretical framework to discuss the consequences of mutual uncertainty preparedness. This initial discussion of mutual uncertainty preparedness points towards a research agenda on preparedness in business markets.
OriginalsprogEngelsk
TitelProceedings of the European Marketing Academy (EMAC) Conference 2021 : Marketing for Growth
RedaktørerAbel Monfort
Antal sider1
UdgivelsesstedBrussels
ForlagEuropean Marketing Academy. EMAC
Publikationsdato2021
Artikelnummer94483
StatusUdgivet - 2021
BegivenhedThe 50th EMAC Annual Conference 2021 - ESIC Business & Marketing School, Madrid, Spanien
Varighed: 25 maj 202128 maj 2021
Konferencens nummer: 50
http://www.emac2021conference.org/

Konference

KonferenceThe 50th EMAC Annual Conference 2021
Nummer50
LokationESIC Business & Marketing School
Land/OmrådeSpanien
ByMadrid
Periode25/05/202128/05/2021
Internetadresse

Emneord

  • Preparedness
  • Mutuality
  • Uncertainty

Citationsformater