Chapter 3 - Understanding B2B relationships and network

Question 1

On what is a business relationship based?

Answer 1

A business relationship is based on the assumption of “uncertainty” and both supplier and company must cooperate to reduce this uncertainty

Question 2

Which are the 3 types of uncertainty?

Answer 2

1. Market uncertainty
2. Need uncertainty
3. Transaction uncertainty

Question 3

What is the central role of business relations?

Answer 3

To manage economic exchange

Question 4

How to maximize the economic exchange?

Answer 4

To maximize economic exchange, cooperation is needed. To build cooperations, are fundamental high level of:
1. Trust
2. Commitment

Question 5

Which are the 5 types of relations?

Answer 5

1. Transactions
2. Repeated transactions
3. Long-term relationships
4. Alliances
5. Strategic alliances

Question 6

What is IMP model?

Answer 6

Is a framework to better explain the relationships and the forces between actors in a B2B context

Question 7

Explain the first layer in IMP model

Answer 7

Is in between the two actors. We must remember that the companies are first of all stand alone companies, with their objectives, goals and values. Between them can establish different types of relationships, that could be short, long, committed, transactions, …

Question 8

Explain the second layer in IMP model

Answer 8

The second layer is the ATMOSPHERE. It is composed by:
1. Power
2. Closeness
3. Cooperation
4. Expectations

Question 9

Explain the third layer in IMP model

Answer 9

The third layer is called ENVIRONMENT. It is composed by:
1. Market structure
2. Dynamism
3. Internationalization
4. Social system
5. Position in the marketing channel

Question 10

What is ARA model?

Answer 10

Is a model to understand the dynamics in a network. ARA stands for:
1. Actors
2. Resources
3. Activities

Question 11

How many ways are there to manage a network?

Answer 11

3 ways:
1. Basically coordinated
2. Control oriented
3. Reward oriented