Chapter 9: Successful and Value-creating Interplay between Buyer and Seller: Organizing Mutuality

B2B business is very much about relationships, and solution-oriented business may further underline this. But relations could look very different and the interface between buyer and seller could also vary a lot and be more or less fit for purpose.

In this chapter, we point at possibilities to be more methodical about the ways in which the interfaces are organized. In longer-term business, this seems to be a core factor in order for the two or more parties involved how to get the best value of their relation. We discuss interaction patterns and what seem to be the most important factors influencing the success or failure.