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Conference proceeding
Disruption Responses in SME B2B Supply Chains: Theory and Analysis
Reconceptualizing Marketing in Today’s Global Environment, pp.26-27
Society for Marketing Advances Conference: Reconceptualizing Marketing in Today’s Global Environment (Charlotte, North Carolina, USA, 2022)
2022
Abstract
Relying on mixed methods, more specifically a two-year-long netnography of online communities and a quantitative survey to test a hypothesized model, this study examines small firms' behavior during a supply chain disruption. We carry out this purpose through two theoretical lenses, the resource-based view of the firm (RBV) and Real Options Theory (RO). The responses suggested a strong relationship between the two theoretical approaches, with the conditions described by RBV leading to a complex variety of real options. Responses to disruption included hoarding, developing new suppliers, price changes, and product mix changes. Respondents also showed a version of coopetition. This research showed that small firms adapt quickly to supply chain disruptions and often cooperate in dealing with the issues. They use technology to communicate on supply issues and often cooperate to solve common problems. The research could be replicated in other industries, with medium-sized firms, and with large firms. A key contribution of this research makes is that almost all previous research has used simulations while this research relies on data collected from business owners during major supply disruptions.
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Details
- Title
- Disruption Responses in SME B2B Supply Chains: Theory and Analysis
- Publication Details
- Reconceptualizing Marketing in Today’s Global Environment, pp.26-27
- Resource Type
- Conference proceeding
- Conference
- Society for Marketing Advances Conference: Reconceptualizing Marketing in Today’s Global Environment (Charlotte, North Carolina, USA, 2022)
- Publisher
- Society for Marketing Advances
- Copyright
- © 2022 by the Society for Marketing Advances
- Identifiers
- 99380602818306600
- Academic Unit
- Commerce; Lewis Bear Jr. College of Business
- Language
- English