Exploring relational asymmetry in supply chains: the retailer's perspective

Purpose - The purpose of this paper is to explore the phenomenon of asymmetric supply chain relationships and investigate how firms manage these relationships. Design/methodology/approach - Using grounded theory methodology, qualitative data was accumulated from experienced supply chain managers. Depth interviews were utilized in order to gain a deeper understanding of asymmetric supply chain relationships. Findings - Prior research has conceptualized asymmetry as a lack of dyadic balance in a core relationship attribute and has focused on causal effects of asymmetry in relationships. However, this study finds asymmetry is a more complex issue and that there are three distinguishable types of relationship asymmetry. Research limitations/implications - The types of asymmetry that emerged in this exploratory research potentially have different impacts on supply chain relationships. Therefore, the strong negative connotation associated with existing asymmetry literature may well be because the type of asymmetry that primarily triggers negative relationship impacts were being investigated. However, this paper suggests that some types of asymmetry have positive relational outcomes. Practical implications - This exploratory paper provides managers with additional insight into a common type of supply chain relationship and suggests that asymmetric relationships should be segmented in order to more effectively manage transaction costs. Originality/value - The notion that asymmetry is a simple, unidimensional construct is now called into question. According to the findings of this paper, asymmetry is a complex issue and managers employ different strategies to address the potential supply chain relationship performance implications with each type of asymmetry.