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ASYMMETRICAL AND SYMMETRICAL CUSTOMER-SUPPLIER RELATIONSHIPS: CONTRASTS, EVOLUTION AND STRATEGY

This paper offers a typology that distinguishes between three types of customersupplier relationships, namely asymmetrical customer-dominated and supplierdominated relationships and more symmetrical relationships. A conceptual framework that identifies strategic relationship alternatives for small and medium-sized firms in asymmetrical relationships is presented, and the type of knowledge, learning and capabilities that may drive the development of more symmetrical relationships are identified and discussed. The framework draws on the relationship and network concepts of the Industrial Marketing and Purchasing (IMP) group (e.g. Ford et al, 1997; Håkansson, and Snehota, 1998; Håkansson, 1987)