The Relationship Paradigm : Conceptualisation and Operationalisation

Relationship as a quiproquo on mutual promises This research focuses on relationship as an exchange dynamic in networks systems. Relationship is defined as a quiproquo on mutual promises independently from exchange. Relational promises are perceived through four a priori dimensions: political, social, economical and individual (LISE Model). The local content of the promises is identified using the typical ideal methodology. The quiproquo intensity between suppliers and customers is measured quantitatively and qualitatively using relationships gaps tools. The main results of an implementation on a sample of customers and suppliers in the automotive industry are presented. Interaction, relationships, networks encapsulate historically the major research thrusts of the IMP Group (Turnbull, Ford, Cunningham, 1996). The attention and interest in networks today is explained by the fact that networks correspond to a more efficient articulation between the complexity linked to a hyper-division of work and the integration of resources used in value creation. This revolution makes connection and relationship the principle dynamism in networking. (Easton, 1992, Möller, Wilson, 1995 ; Turnbull, Ford, Cunningham, 1996). Therefore the agenda for the researchers is to understand the nature of relationship (Turnbull, Ford, Cunningham, 1996). This work-in-progress paper proposes to operationalise the concept of relationship in order to describe, explain, anticipate and resolve the relational issues linked to the different degrees of commitment or of the withdrawal on behalf of the suppliers and / or clients in a relationship. The operationalisation of this concept will be done in four different stages : a) Defining relationship as a quiproquo on mutual promises independently from exchange (Weber, 1922 ; Grönross, 1994). b) Demonstrating how these promises are perceived through four relational dimensions: political, social, individual and economical (LISE Model). c) Showing how the local content of these promises could be described as being “typical-ideals”. d) Evaluating relational gaps using different research methodologies. The results of an implementation are presented evaluating the relationship between OEM’s, first range suppliers and second or fourth range suppliers in the automotive industry in France. ITHE CONCEPT OF RELATIONSHIP AS A QUIPROQUO