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Attracting the Right Partner: Signaling in Business-to-Business Relationships

In the pre-relationship exploration stage of a business-to-business (B2B) relationship, firms find it difficult to evaluate other parties because of the prevalence of information asymmetry. Firms must make informed decisions, otherwise, they end up in a contentious long-term relationship, which adversely affects the performance of both sides. While majority research on B2B relationships is focused in the post-relationship phase, very little has been done to identify strategies that firms can adopt to signal their firm characteristics in the pre-relationship phase. This is important, as such signals can help firms make informed purchase decisions by cutting through the information asymmetry. Also, sending the right signals can help firms extract a price premium from their prospective partners, contributing positively to their bottom line. Therefore, this dissertation consists of three essays with the objective to (i) identify positioning strategies that sellers can use to signal firm characteristics and test which elements of firm characteristics enable them to extract a price premium (ii) identify branding strategies that sellers can use to signal firm characteristics and test which elements of firm characteristics enable them to extract a price premium (iii) investigate signals that affect firm performance.

Identiferoai:union.ndltd.org:unt.edu/info:ark/67531/metadc1707248
Date08 1900
CreatorsPanda, Swati
ContributorsPaswan, Audhesh, Blankson, Charles, Pelton, Lou
PublisherUniversity of North Texas
Source SetsUniversity of North Texas
LanguageEnglish
Detected LanguageEnglish
TypeThesis or Dissertation
Formatvii, 114 pages, Text
RightsPublic, Panda, Swati, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved.

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