Research project
ATB B2B: Applying family therapy to business-to-business (B2B) relationships
Who is this research most relevant to?
- Policymakers
- Program developers
- Organisations
Contact for further information
Overview
This project was a collaboration between La Trobe’s Business School (Stephane Bignoux and David Gray) and The Bouverie Centre (Anna Booth).
Psychotherapy is often used to treat dysfunctional interpersonal relationships, but it is rarely used to treat dysfunctional business-to-business (B2B) relationships. Yet many of the variables found in interpersonal relationships are also found in B2B relationships. We took a multidisciplinary approach by adapting an instrument from marriage therapy into a new measure called the ‘Business Relationship Health Index’ (BRHI). We applied the Global Assessment of Relational Functioning (GARF) psychiatric system to B2B relationships. The GARF incorporates three components: interaction & problem solving, organisation & structure, and emotional climate. Using panel data of 500 B2B relationships based in the US, we developed a structural equation model to test the validity and reliability of the BRHI with some well-known relationship measures including satisfaction, trust, commitment, and performance.
Key research highlights
- We found evidence of a strong link between the BRHI (emotion, interaction, and organisation) and relationship performance.
- The BRHI can be used to assess the specific relational characteristics of B2B relationships, and when used as a diagnostic tool, may help stakeholders prioritise B2B investment strategies.
- Managers can use the BRHI to determine the extent to which the relationship needs repair, re-evaluation, re-commitment, or repositioning.
Research publications and shared knowledge
Bignoux, S., Gray, D., & Booth, A. T. (2023). Developing an alternative approach to the measurement of B2B relationship health. Asia Pacific Journal of Marketing and Logistics, 35(8), 2066-2092. https://doi.org/10.1108/APJML-01-2022-0077