Power in Business Relationships

Introduction

DOI: 10.4324/9781003095934-1

The concept of power occupies a central position in various academic literature. From the perspective of business-to-business marketing and inter-organisational relationships, an extensive body of research exists (e.g. Shamsollahi et al., 2020). This research has explicated how power shapes actor-to-actor interaction, the development of the mutual relationship and relationship outcomes (Cowan et al., 2015; Cox, 2001). The research has provided tools and perspectives that imply practical relevance for managers in analysing different types of opportunities and threats with the company either being a potential power source or a power target. However, in modern business practice where companies are ...