A phase model for solution relationship development: a case study in the aerospace industry

Abstract

PurposeThe evolution of the business-to-business (BtoB) realm toward solution business calls for a better understanding of how relationships develop over time in such a renewed context. This paper aims to propose a phase model for solution relationship development, considering triadic relationships in complex engineering solutions.Design/methodology/approachTo depict how relationships develop in solution business, the authors adopt a qualitative approach which allows to detail the episodes of interactions between the actors. A case study approach in an extreme sector – the aerospace industry – allows highlighting certain key traits. Extending conventional dyadic analysis, this empirical study focuses on the aerospace industry, using a case study approach to analyze relationship developments between a worldwide leading aircraft manufacturer, one of its customer and four providers of products and services. The authors adopt a triadic perspective in the selection of cases, considering a total of four manufacturer-provider-customer triads.FindingsFour dynamic phases which track solution provision dynamics and involving dyadic and triadic relationship evolution are identified: matching; combining; mixing; and sharing. Each phase calls, from a management perspective, for specific competencies and resources of the actors in interaction.Originality/valueThis paper contributes to the gap about solution relationship development in a changing BtoB landscape. Considering the lens of a triadic approach, the paper also helps to fill the as-yet unattended to gap between dyads and triads in the literature.