BUSINESS-TO-BUSINESS ADAPTATION – CUSTOMER PERSPECTIVE

Grzegorz Leszczyński
Uniwersytet Ekonomiczny w Poznaniu, Centrum B2B, Katedra Strategii Marketingowych
Leszczyński, Grzegorz (Uniwersytet Ekonomiczny w Poznaniu, Centrum B2B, Katedra Strategii Marketingowych)
BUSINESS-TO-BUSINESS ADAPTATION – CUSTOMER PERSPECTIVE
Zeszyty Naukowe SGGW, Polityki Europejskie, Finanse i Marketing, 2013, vol., nr 10 (59), s. 451-461

Key words

business-to-business relationship adaptation alignment buyer customer

Abstract

Adaptation is an essential process of business-to-business relationships. It is through the adaptation that relationship develops. The research presented in this paper shows that even in the specific conditions of the construction industry, adaptations occur not only on the supply side, but also on the customers. The scope of adaptation is different in the highlighted clusters of companies. Adaptations are low at companies that have the largest number of employees what lets them use their market position. On the other hand, one third of smaller businesses adapt to their key suppliers, mainly in the financial and logistical dimension.