The bright-side and dark-side effects of embedded ties in business-to-business innovation

C.S. Noordhoff, K. Kyriakopoulos, C. Moorman, P. Pauwels, B. Dellaert

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

Although the number and importance of joint innovation projects between suppliers and their customers continue to rise, the literature has yet to resolve a key question: Do embedded ties with customers help or hurt supplier innovation? Drawing on both the tie strength and knowledge literatures, the authors theorize that embedded ties interact with supplier and customer innovation knowledge to influence supplier innovation. In a sample of 157 Dutch business-to-business innovation relationships, they observe that embedded ties weaken how much suppliers benefit from customer innovation knowledge because of worries about customer opportunism (the dark side of embedded ties). However, they uncover three moderating relationship and governance features that allow suppliers to overcome these dark-side effects and even increase innovation (the bright side of embedded ties). Finally, although the authors predicted a bright-side effect, they find that embedded ties neither help nor hinder the supplier to leverage its own innovation knowledge in the relationship. © 2011, American Marketing Association.
Original languageEnglish
Pages (from-to)34-52
JournalJournal of Marketing
Volume75
Issue number5
DOIs
Publication statusPublished - 2011

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Business innovation
Suppliers
Side effects
Business to business
Innovation
Knowledge innovation
Marketing
Governance
Opportunism
Tie strength
Leverage

Cite this

Noordhoff, C. S., Kyriakopoulos, K., Moorman, C., Pauwels, P., & Dellaert, B. (2011). The bright-side and dark-side effects of embedded ties in business-to-business innovation. Journal of Marketing, 75(5), 34-52. https://doi.org/10.1509/jmkg.75.5.34
Noordhoff, C.S. ; Kyriakopoulos, K. ; Moorman, C. ; Pauwels, P. ; Dellaert, B. / The bright-side and dark-side effects of embedded ties in business-to-business innovation. In: Journal of Marketing. 2011 ; Vol. 75, No. 5. pp. 34-52.
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Noordhoff, CS, Kyriakopoulos, K, Moorman, C, Pauwels, P & Dellaert, B 2011, 'The bright-side and dark-side effects of embedded ties in business-to-business innovation' Journal of Marketing, vol. 75, no. 5, pp. 34-52. https://doi.org/10.1509/jmkg.75.5.34

The bright-side and dark-side effects of embedded ties in business-to-business innovation. / Noordhoff, C.S.; Kyriakopoulos, K.; Moorman, C.; Pauwels, P.; Dellaert, B.

In: Journal of Marketing, Vol. 75, No. 5, 2011, p. 34-52.

Research output: Contribution to JournalArticleAcademicpeer-review

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