The effect of adaptation and trust on positional advantage of companies in B2B relationships: The moderating role of relationship value

Abstract

Based on data from 85 large business-to-business Slovenian companies, this study analyses the direct impacts of adaptation, trust and relationship value on positional advantage. In addition, the study investigates the moderating role of relationship value on the links between adaptation, trust and positional advantage. In the preliminary phase, we have tested the research model with the interpretive structural modelling framework, while in the empirical detail study, we have used a non-parametric approach to structural equation modelling – partial least squares modelling. We have found that both relationship value and trust directly affect positional advantage, while adaptation does not. However, relationship value positively moderates the link between adaptation and positional advantage. Our research contributes to the existing literature and managerial practice by demonstrating the possible impacts of the relationship orientation of B2B companies on positional advantage.