Relationship between Adaptation, Trust and Positioning Advantage through Relationship Value

Abstract

In the follwing research paper in progress, the authors investigate the relationship between adaptation and trust as two possible behavioural responses of organizations in B2B relationships, and the positioning advantage through relationship value by the method of ISM validation (Interpretive Structural Modelling framework). It is based on qualitative research and has been used in order to prove the analysed relationships as well as to generate research hypothesis for further quantitative investigation. The results of qualitative research in this paper have indicated that adaptation, trust and relationship value are the antecedents of the positioning advantage of the organizations in B2B relationship.

Keywords: Relationship orientation, Adaptation, trust, Relationship value, Positioning advantage, ISM framework.