Exploring the concept of asymmetry: A typology for analysing customer–supplier relationships Rhona E. Johnsen a, ⁎ , David Ford b,1 a The Business School, Institute of Business and Law, Bournemouth University, Bournemouth House, Christchurch Road, Bournemouth BH1 3LG, UK b EuroMed, Marseille, France Received 7 September 2005; received in revised form 16 April 2007; accepted 10 May 2007 Available online 22 June 2007 Abstract In seeking to understand relationships between smaller suppliers and larger customers, there is a growing interest in examining the characteristics of asymmetry in relationships. However, there is a paucity of research that looks at the consequences of size asymmetry for smaller suppliers. Building on IMP (Industrial Marketing and Purchasing Group) research, this paper presents a typology for analysing the consequences of size asymmetry in customer–supplier relationships from the smaller supplier's perspective. The paper reports on the findings from a study involving a total of 48 interviews and eight in-depth case studies of suppliers in the UK textile industry involved in relationships with larger customers. The findings from the study show that the consequences of size asymmetry may vary widely across different relationship charac- teristics, with both positive and negative outcomes for suppliers. The implications of these findings are that suppliers may take advantage of the positive and constructive consequences of size asymmetry to capitalise on developing their current relationships with customers. In addition, by focusing on the positive consequences of size asymmetry, suppliers may develop the confidence and assurance to develop constructive and more balanced new customer relationships. The paper concludes by identifying the managerial implications for the development of opportunities and customer relationship options for suppliers in asymmetric relationships and proposes that it is important for suppliers to have an assessment instrument to identify the extent of asymmetry or symmetry across their customer relationships. © 2008 Published by Elsevier Inc. Keywords: Asymmetry; Customer–supplier relationships; Typology 1. Introduction Recent research suggests that asymmetry in relationships may present suppliers with an array of problems. These prob- lems range from managing operational issues in joint ventures, to developing trust or commitment in long-term relationships (Söllner, 1998; Chen & Chen, 2002; Blomqvist, 2002). Several researchers of business relationships have highlighted that prevailing models and classifications do not adequately capture the complex balance of characteristics in customer–supplier relationships (Holmlund, 2004; Halinen, 1994). Understanding the characteristics of their asymmetric relationships may there- fore enable suppliers to have a clearer picture of their situation, so that they can set development priorities for their relationships and find ways of managing problems associated with asym- metry (Ford & Saren, 2001). Customer–supplier relationships in the UK textile industry have often been characterised as asymmetric, involving large and powerful customers and smaller, less powerful suppliers (Lorenzoni & Baden-Fuller, 1995; Harrison, 2004). Studies of asymmetry in these relationships have often focused on the situation of the larger, stronger customer and its positioning advantages in relationships. For example, recent research has shown how Marks and Spencer in the UK has unilaterally managed its relationships with smaller suppliers (Harrison, 2004). Smaller suppliers consequently face problems in sus- taining their asymmetric customer relationships, or developing new relationships in such circumstances. But, there appears to be little existing research in the IMP (Industrial Marketing and Purchasing Group) school on the consequences of asymmetry for small suppliers in their relationships with larger customers. Available online at www.sciencedirect.com Industrial Marketing Management 37 (2008) 471 – 483 ⁎ Corresponding author. Tel.: +44 1202 967 217. E-mail addresses: rjohnsen@bournemouth.ac.uk (R.E. Johnsen), I.D.Ford@bath.ac.uk (D. Ford). 1 Tel.: +44 1225 326 726. 0019-8501/$ - see front matter © 2008 Published by Elsevier Inc. doi:10.1016/j.indmarman.2007.05.004