Looking beyond traditional network relationships: Online Subcontracting Platform as an unconventional tool for connecting and benefiting actors in the network.

Abstract

Purpose – Prior studies have demonstrated the lack of research in relation to buyer- supplier relationships, triads and the role of a third actor. Consequently, the purpose of this study is to provide a novel method of approaching buyer-supplier relationships from the perspective of a third actor, who connects actors in the network and creates reciprocal benefits to all actors in the network. Design/methodology/approach – The research design of the study is supported by the logic of systematic combining. Embedded single- and multiple-case studies support the systematic literature review and enrich the study with empirical findings. The sample is restricted to Finnish companies. Using two-stage data interpretation process, the study provides a detailed within-case analysis followed by cross-case analysis. Findings – The research findings demonstrate that there is a need for Online Subcontracting Platform amongst suppliers and buyers. Also, the results show that Online Subcontracting Platform is capable of connecting suppliers and buyers and creating reciprocal benefits in Prima Power-supplier-buyer network in multiple ways. Research limitations/implications – The study is limited conceptually, methodologically and empirically. The key conceptual limitation implies to the choice of theoretical framework. Methodologically, the study is restricted by the choice of research design consisting of case studies. In empirical context the study is restricted by a limited sample size. To illustrate the further application of research findings, several examples of further research are proposed in the study. Originality/value – The study has theoretical and empirical contributions. First, the study contributes to understanding of buyer-supplier relationships from the network perspective. Second, the study expands the discussion on structural hole and “tertius gaudens”. Third, the research provides an insight on how network capability can be utilized. Fourth, the study provides a guiding framework to Prima Power on further development of Online Subcontracting Platform.