Disclosing transparency: A review of B2B marketing and supply chain research

Abstract

This study investigates the relationships within information transparency in business-to-business (B2B) marketing and supply chain management, focusing on the interplay between transparency, trust, and credibility among supply chain (SC) actors and customers. Drawing from a cross-industry literature review, it synthesizes previous studies and utilizes contingency coefficients to explore the connections among various transparency constructs and their associated elements. Derived normative indications for innovation and regulation are informed by empirical findings. While emphasizing B2B marketing and SC literature, study emphasizes the significance of downstream transparency for customers and direct vertical transparency distribution in trust-building efforts. Notably, clear and accessible information regarding product, price, cost, and process is found to enhance transparency, subsequently influencing perceptions and attitudes. However, these transparency components alone are insufficient to address customer trust, innovation, and regulatory oversight. A key contribution lies in comprehensive analysis of transparency, encompassing all elements from established conceptual frameworks, and identifying associations across them. The application of empirical ethics to derive normative indications adds a novel dimension to the research. The findings explicate how information access impacts trust, innovation, and regulatory processes. Additionally, this research provides valuable guidance for policymakers and interest groups in evaluating transparency legislation holistically and within specific contexts.