Alignment and Misalignment in Business Relationships

‘Alignment’ and ‘misalignment’ are terms commonly used both in strategy and in marketing. In B-to-B marketing, in particular, researchers investigated alignment/misalignment between customers and suppliers and recently discussed the effects of misalignment. Research in this field remains however fragmented. There is ambiguity about the objects to be aligned, the processes that characterize their change, the effects on the relationship...