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7/29/2019 Martins POMS2012 v2
1/20
So Paulo Business School
The Role of Trust in Appropriation
of Value Created
in Buyer-Supplier Relationships
MARTINS, Guilherme S.BRITO, Luiz A.
MIGUEL, Priscila L. S.
FGV-EAESP - Brazil
7/29/2019 Martins POMS2012 v2
2/20
So Paulo Business School
Buyer-supplier relationships
Vertical collaborative relationships: achievingsustainable competitive advantage
SCM: Chen & Paulraj, 2004; Terpend, Tyler, Krause, &Handfield, 2008 (reviews);
Strategy: Lazzarini, Miller, & Zenger, 2008; Mayer & Salomon,2006; Mesquita & Brush, 2008.
Relational rents (Dyer & Singh, 1998).
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
Trust
Facilitator mechanism:
Its minimize transactions costs, lowers levels ofconflict, and increases information sharing andcooperation (McEvily, Perrone, & Zaheer, 2003).
Effective coordination of both tasks as well asincentives (Gulati, Lawrence, & Puranam, 2005; Mesquita &Brush, 2008).
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
How much value is created?
The problem of firm-level studies.
Total Value created by a firm
Opportunity
CostCost Price Willingness to
pay
Captured by firm Captured by
custumer
Captured by
supplier
$
Source: Brandenburger e Stuart Jr. (1996)
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So Paulo Business School
Value created by buyer-supplier
relationship
OpportunityCost
Cost Price Willigness topay
$
OpportunityCost
Cost Price Willingness topay
$
Buyer
Supplier
Value capturedby buyer
Value captured
by supplier
Total value created by relationship
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So Paulo Business School
Trust: creating and sharing value
Trust has been found to positively effecton buyer supplier relations. (for reviews, see McEvily and Tortoriello, 2011; Zaheer and Harris, 2006)
Is Trust Without Measure a Good Measure
of Trust?
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
Trust: multidimensional concept
Competence-based trust: being confident to other partys ability to perform as
expected.
Goodwill-based trust:
a perception that the other party will behave in atrustworthy (non-opportunist) manner.
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
Value created by buyer-supplier
relationship
Opportunity
Cost
Cost Price Willigness to
pay
$
OpportunityCost
Cost Price Willingness topay
$
Buyer
Supplier
Total value created by relationship
Competence-based trust
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
Value created by buyer-supplier
relationship
Opportunity
Cost
Cost Price Willigness to
pay
$
OpportunityCost
Cost Price Willingness topay
$
Buyer
Supplier
Total value created by relationship
Competence-based trust
7/29/2019 Martins POMS2012 v2
10/20
So Paulo Business School
Value created by buyer-supplier
relationship
Opportunity
Cost
Cost Price Willigness to
pay
$
OpportunityCost
Cost Price Willingness topay
$
Buyer
Supplier
Total value created by relationship
Competence-based trust
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
Value created by buyer-supplier
relationship
Opportunity
Cost
Cost Price Willigness to
pay
$
OpportunityCost
Cost Price Willingness topay
$
Buyer
Supplier
Total value created by relationship
Competence-based trust
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
Value created by buyer-supplier
relationship
Opportunity
Cost
Cost Price Willigness to
pay
$
OpportunityCost
Cost Price Willingness topay
$
Buyer
Supplier
Total value created by relationship
Goodwill-basedtrust
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
Value created by buyer-supplier
relationship
Opportunity
Cost
Cost Price Willigness to
pay
$
OpportunityCost
Cost Price Willingness topay
$
Buyer
Supplier
Total value created by relationship
Goodwill-basedtrust
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
Value created by buyer-supplier
relationship
Opportunity
Cost
Cost Price Willigness to
pay
$
OpportunityCost
Cost Price Willingness topay
$
Buyer
Supplier
Total value created by relationship
Goodwill-basedtrust
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
Value created by buyer-supplier
relationship
Opportunity
Cost
Cost Price Willigness to
pay
$
OpportunityCost
Cost Price Willingness topay
$
Buyer
Supplier
Total value created by relationship
Goodwill-basedtrust
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
Value created by buyer-supplier
relationship
Opportunity
Cost
Cost Price Willigness to
pay
$
OpportunityCost
Cost Price Willingnessto pay
$
Buyer
Supplier
Total value created by relationship
Goodwill-basedtrust
Excess of
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
Value created by buyer-supplier
relationship
Opportunity
Cost
Cost Price Willigness to
pay
$
OpportunityCost
Cost Price Willingness topay
$
Buyer
Supplier
Total value created by relationship
Goodwill-basedtrust
Excess of
7/29/2019 Martins POMS2012 v2
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So Paulo Business School
Goodwill-based trust
0
5
10
15
20
25
30
35
40
45
0 2 4 6 8 10
Value
Trust
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So Paulo Business School
Methodological remarks
Survey or Experiment?
Real world vs. variables control?
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So Paulo Business School
Thank you!
Guilherme S. Martins