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Social Comparison in Retailer–Supplier Relationships: Referent Discrepancy Effects (Lee and Griffith 2019)
While maintaining relationships between different parties proves imperative across business contexts, the task often becomes challenging in the business-to-business (B2B) domain. Perceptions of fairness in retailer-supplier relationships are a key issue in B2B relationships. Due to multiple suppliers often having active relationships with the same retailer, these perceptions can lead to conflicts. Recent research by Lee and Griffith (2019) studied the social comparisons that occurs, and focus on distributive fairness, reference discrepancies, and tie strength.