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The study evaluates the complexities of brand value co-creation among stakeholders within B2B ecosystems. This exploration is critical due to identified gaps in existing literature regarding B2B branding models, especially in the context of strategic decision-making within emerging economies, taking an emerging market as a prime example.

The study employs qualitative dyadic interviews to gain deeper insights into the B2B value co-creation process. These interviews center on understanding the intricacies of brand value co-creation between retail chain distributors and private label producers, specifically in the Tunisian market.

Findings reveal the paramount importance of resource sharing and the cultivation of strong interpersonal relationships. The results show the role of comprehensive contracts as a foundation for enduring collaboration across various facets, including product development, pricing strategies, branding initiatives and market positioning.

While the research offers pivotal insights into the Tunisian market, it is essential to acknowledge its context-specific nature. This underscores the imperative for broader studies encompassing diverse emerging markets to generalize the findings.

The findings of this study provide helpful insights for retailers and private brand manufacturers in emerging countries, allowing them to improve their business strategies and adapt their operations. Marketers in the B2B area can consider the factors underlined by our study when formulating their collaborative relations with current and potential business partners, especially in the North African region.

While numerous studies have spotlighted the service-dominant logic in brand value co-creation, this research systematically evaluates the interactions and relationships between primary stakeholders, highlighting modern business-to-business models.

The purpose of this paper is to address the effects of deep environmental changes on business network actors’ behaviors. The consequences of political, institutional, and socio-economic changes on Tunisian automotive spare-parts distribution networks during the past five years are examined. The authors chose the Tunisian automotive spare-parts distribution network for several important reasons. Most importantly, it gave us a unique platform to study the aftermath of deep political, socio-economic, and governance shocks caused by the Jasmin Revolution on a historically stable, simple, and productive business network within the import-dependent Tunisian spare-parts distribution system.

A qualitative, exploratory research project was conducted in Tunisia to assess and interpret changes in actors’ behaviors and business relationships within the automobile parts aftermarket due to major social, economic, and political upheavals. Automobile parts jobbers served as principal source of data for investigations. Jobbers were selected as key respondents because of the middle and pivotal position they occupy in Tunisian automobile parts distribution channels. For this reason, they were able to provide insightful and compelling information about business relationships with upstream channel members such as manufacturers and wholesalers as well as with downstream channel members such as retailers, repair shop owners, and repair technicians.

The authors found that seismic political, socio-economic, and interpersonal relationship shocks to institutions significantly impacted the behaviors of key actors in those networks, which, in turn, altered the nature and conduct of business within those networks. Profound changes in the companies’ external environment provoked changes in the companies’ proximate relationships and business dealings. In the short-run, these changes brought more conflictual and more short-term and selfish behaviors on the part of network actors in their ongoing business relationships. In long term, the increased volatility and uncertainty will likely bring wanted and unwanted institutional changes which, in turn, will likely create new forms of behaviors, relationships, and business networks. This new situation will cause a distrust between distribution actors and among notorious automotive brand names that are counterfeit and sold as genuine brand.

As in the case of qualitative methodology, this research has several limitations. One of them is the focus on jobbers. Although the choice of jobbers as a key respondent is justified by their middle role between the importer wholesalers as their suppliers and the repair shops as their clients, the views of these other actors are not directly mirrored in the research. Another limit is that only the most important jobbers were asked who were generally threatened by the counterfeit products and who did not deal with those products. Thus, the view of the new actors is missing from the picture.

Managers must pay attention to potentially dangerous combinations of elements which, when taken together, may prompt self-serving and destructive behaviors that may threaten the continued prosperity of long-standing business relationships and networks. As in the Tunisian case, the lower the level of compliance combined with the availability of low price, counterfeit or imported goods dramatically increased the level of short-term, malevolent relationship-destroying behaviors. Perhaps the greatest danger to overall network prosperity comes when short-term opportunism replaces the pursuit of long-term mutual benefits. Research has long demonstrated that high-involvement long-term relationships are essential for distribution companies’ growth and sustained performance.

Given the immediacy of the revolution and the paucity of research on channels in developing North African nations, this work stands to make a timely contribution to the literature. The influence of weak institutions (including governments) is a unique and important contribution. Other unique contribution is the introduction of counterfeit goods into consideration showing their role in the changes of actors’ behavior and in the possible source of conflicts.

Religious tendencies have increased in post-Arab Spring countries, raising the question of whether this geopolitical event has affected consumers' orientations towards foreign products, including those that have positive country-of-origin image. This paper investigates the effect of Islamic religiosity on the relationship between consumer ethnocentrism and buying intention towards products from a developed country (France) in an Arab Spring country (Tunisia).

A survey questionnaire was lunched and data was collected from 492 Tunisian consumers living in both rural and urban areas. Research hypotheses were tested using a Partial Least Square- Structural Equation Modelling (PLS-SEM) method.

Tunisian consumers do not associate their ethnocentric feelings towards French products with their Islamic religiosity. Results show that both highly and moderately religious Tunisians trust French products because of their high country-of-origin image and their potential social connotations.

The results of this paper contribute to the literature that focuses on understanding consumption behaviours in developing countries in the aftermath of geopolitical events such as the Arab Spring.

The purpose of this paper is to empirically investigate how context influences the quality of business relationships. This theoretical question is studied from the point of view of trust, one of the important components of business relationship quality. The authors study how trust is related to the dynamics and management of the business relationship in the context of an emerging market.

This paper is based on qualitative interviews with 15 spare-parts resellers in the Tunisian automotive industry. The authors take a monadic view, interviewing resellers about their relationships with their wholesalers-importers. The decision to undertake the research in Tunisia is based on three factors. First, Tunisia is an emerging country and there is very little published research based in the Maghreb countries. Second, the Tunisian automotive parts market structure is relatively simple and, hence, easily understood, with most spare-parts being imported because of the low level of local production. Third, the actors in the study are all Tunisian companies, so research allows us to explore relationships between local companies in an emerging country.

The authors find that different kinds of trust play different roles over the dynamics of the relationship. Perceived trust is more important at the emergent stage of a relationship, and as the two parties learn from each other, experienced trust becomes more important in the established relationships. The initial perceived trust creates the possibility of building trust, and when mutual trust exists between the parties, it motivates them to maintain the relationship, but there is always the threat of the degradation of the quality of the relationship because of the violation or destruction of the trust.

This paper shows that more care should be taken when using trust as the variable under scrutiny. Different aspects of trust manifest themselves at various stages of the relationship building cycle.

The results emphasize that when initiating a business relationship, managers first need to create perceived trust. Thereafter, once trust is built up, it is the trust that may “manage” or act to control the on-going relationship as long as the partners’ behavior or network changes do not violate the trust.

The results of this paper show that there is a mutual but not necessarily symmetrical or balanced influence of trust on the behavior of the partners involved. The influence of the different parties is dependent on the power architecture, the history of the relationship and the network position of the actors.

This paper aims to examine the role of attachment in consumer brand relationships and its links with constructs such as trust, satisfaction, commitment and behavioural loyalty.

This paper is based on exploratory and confirmatory studies that provide a model that explains the relationship between brand attachment and its outcomes. A structural equation modelling is used to assess the hypothetical links.

The findings of the structural model confirm the majority of the hypothesised relationships. Brand attachment is considered as an important input to brand commitment for utilitarian products.

Few studies have attempted to model the relationship between brand attachment and its antecedents and outcomes. This research also focused on a particular utilitarian product that is not – apparently – affect laden.

This paper aims to propose a multi-dimensional model on the basis of the key factors of the flexibility and the complexity through structural equation modeling (SEM). Dimensions of the flexibilities and complexity, including 16 main factors and 34 sub-factors, are investigated. The sampling of the research is accomplished using both academic and industrial experts.

A huge electronic questionnaire analysis, including 1,250 samples from which 1,036 were returned, was accomplished in various universities and manufacturing companies throughout the USA, Europe and Asia. Partial least square-SEM (PLS-SEM) is used to test the hypotheses through confirmatory factor analysis.

The results reveal insightful information about the impacts of different dimensions of flexibility on each other and also the effect of the flexibility on the complexity. Finally, system of linear mathematical equations for flexibility-complexity trade-off is proposed. This can be applied to realize the trade-off among dimensions of flexibility and complexity.

Flexible manufacturing systems are formed to meet the needs of the customers. Such systems try to produce products in appropriate quality at the right time and at the specified quantity. These, in turn, require flexibility and will cause complexity. Although flexibility and complexity are both important, there is no comprehensive framework in which the multi-dimensional relationships of the manufacturing flexibility and complexity, as well as their dimensions, are demonstrated.