Mutual Uncertainty Preparedness in Business Relationships

Thomas Ritter, Michael Kleinaltenkamp, Carsten Lund Pedersen

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


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.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy (EMAC) Conference 2021 : Marketing for Growth
EditorsAbel Monfort
Number of pages1
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2021
Article number94483
Publication statusPublished - 2021
EventThe 50th EMAC Annual Conference 2021 - ESIC Business & Marketing School, Madrid, Spain
Duration: 25 May 202128 May 2021
Conference number: 50


ConferenceThe 50th EMAC Annual Conference 2021
LocationESIC Business & Marketing School
Internet address


  • Preparednes
  • Mutuality
  • Uncertainty

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