Blurring observed as an inter-firm communicative phenomenon in purchaser-buyer relationships

Abstract

We started out this master thesis for developing a greater foundation and knowledge for later quantitative studies of the phenomenon of blurring in inter-firm communication. We performed 8 in depth interviews with different candidates from different business regions in Norway. We tried to draw on findings through literature studies combined with findings from interviews to establish a better understanding of how and if blurring appear as a common phenomenon in business to business relations. First of all we found that blurring actually is observable in real life. We found implications about blurring with regards to being more likely in short-term business relationships than long-terms. Further we also found an indication about blurring being more likely when a firm is less dependent on the other part than vice versa. This knowledge is important to develop a better understanding about how to govern relations and how to communicate with other firms