Leonidou, LC, Aykol, B, Fotiadis, TA et al. (2 more authors) (2023) Being creative under the Covid-19 pandemic crisis: The role of effective inter-organizational relationship management. International Marketing Review, 40 (5). pp. 981-1011. ISSN 0265-1335
Abstract
Purpose
Anchored on the broaden-and-build theory and the circumplex model, the authors develop and test a conceptual model in which satisfaction, influenced by an effective handling of communication, cooperation, conflict, and opportunism, is set as the predictor of inter-partner creativity in the relationship between hotels and their foreign travel agents under the Covid-19 pandemic.
Design/methodology/approach
The conceptual model was tested with data collected from 190 randomly selected hotel units located in Greece, using both online and drop-in questionnaire methods. Data were analyzed using SEM analysis.
Findings
Satisfaction with the working relationship was found to be enhanced by improving communication and cooperation, as well as by keeping conflict and opportunism at low levels. This was a strong predictor of inter-partner creativity, although less pronounced under high levels of relational distance and rigidity.
Research limitations/implications
The study should be extended to other country settings, replicated at different levels of crisis severity, and use dyadic data. Additional environmental factors could be used as boundary conditions, while our model could be expanded to include additional drivers and consequences of inter-partner creativity.
Practical implications
To generate inter-partner creativity, there is a need to maintain high levels of satisfaction through proper communication, enhanced cooperation, conflict minimization, and avoidance of opportunistic actions. Also, to better translate satisfaction into inter-partner creativity, interacting parties should keep distance at low levels, while at the same time demonstrate greater flexibility.
Originality/value
The study unveils the role of effectively managing behavioral factors in inter-firm relationships to develop creative solutions to the Covid-19 crisis challenges, an issue neglected by prior research. The study also sheds light on the contingent effects of distance and rigidity, two important factors moderating relationships under crisis. The study applies for the first time two psychological-based theories, the broaden-and-build theory and the circumplex model, to an international marketing crisis situation.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2022, Emerald Publishing Limited. This is an author produced version of an article, published in International Marketing Review. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Covid-19 Pandemic; Crisis management; Inter-partner creativity |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 15 Jun 2022 14:51 |
Last Modified: | 21 May 2024 14:04 |
Status: | Published |
Publisher: | Emerald |
Identification Number: | 10.1108/IMR-01-2022-0016 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:188004 |