Figure 6
The vertical axis on the left is labeled “Customer’s cost awareness”. The upper part of this axis is labeled “High”, and the lower part is labeled “Limited”. The horizontal axis at the bottom is labeled “Supplier’s cost awareness”. The left side of this axis is labeled “Limited”, and the right side is labeled “High”. The diagram forms a two by two matrix with four labeled quadrants. Row 1, Column 1 is labeled “Buyer’s challenge”. The text in this cell reads “Supplier needs to develop value creation capabilities”. Row 1, Column 2 is labeled “Ideal”. The text in this cell reads “Ideal for advanced manufacturing technology adoption and value creation”. Row 2, Column 1 is labeled “Unawareness”. The text in this cell reads “Unawareness of costs hinders advanced manufacturing technology adoption”. Row 2, Column 2 is labeled “Seller’s challenge”. The text in this cell reads “Value creation hindered by misunderstandings”.Suggested theoretical framework: customer’s and supplier’s cost awareness in the customer-supplier dyad. Source: Authors’ own work