Relational orientation in B2B strategies: Measurement scale development and validation

Abstract

Firms differ in the degree to which they consider B2B relationships in view of achieving the strategic goals they pursue. We capture this variation through the construct of relational orientation, consequential for the decision making patterns managers are likely to follow, and subsequently to firm's performance. Despite abundant B2B literature, no measurement scale of the firm's relational orientation has been made available so far. Our study aims at developing and validating a useful scale for measuring B2B relational orientation. We run a sequence of four studies in order to generate an initial inventory of items, then proceed with assessing the face, content and construct validity. We establish the properties of our scale consisting of three dimensions: value creation and appropriation, choice of partners, and B2B behaviors.