Modelling the adaptation process in interactive business relationships

Places adaptation within the context of firm behaviour in supplier‐customer relationships before going on to review previous adaptation studies. Gives the rationale and outline of the chosen case‐study based research strategy before findings are presented in which the nature of the adaptation process and progression of this process are considered. Concludes by discussing the significance of the findings in terms of understanding of the adaptation process and future research as well as implications for managing this process.