ADAPTATION OUTCOMES IN TRIADIC RELATIONSHIP SETTINGS

on the ARA framework by the IMP group, this study discusses adaptation outcomes in triadic B2B service relationships in three levels: actor, dyad and triad levels. The study is embedded in the business travel industry, and the core triads consist of the corporate buyer, its travel management company (TMC) and service supplier partners. The findings of retrospective case studies indicate structure-reinforcing triad outcomes, even though actor outcomes are not always positive for all the three parties. In dyad level, the adaptation outcomes are mainly generative, and the TMC strengthens its position in the triads. Supplier-TMC and supplier-buyer dyads remained mainly unchanged. The study links the dyads to the wider network by incorporating three actors in the research setting. It also shifts the focus of adaptation research to service industry. Furthermore, it provides concepts and classifications to describe adaptation and relationship development in dyadic and in triadic business relationships. Managerial implications involve relationship development in ongoing service supply and sourcing processes.