What drives firm power across multiple levels of B2B analysis? Structured systematic literature review

Firm power is a foundational concept in business-to-business (B2B) marketing, as it influences how resources and benefits are distributed across relationships. While the effects of power are well documented, the knowledge about power antecedents is less developed. Existing research often focuses on close cooperation between firms and resource dependency, overlooking the broader forces that increasingly influence power dynamics—such as geopolitical instability, agendas of NGOs, global health crises, sustainability pressures, or shifts in consumer expectations. This paper aims to broaden our understanding of what shapes firm power by systematically reviewing 110 empirical studies. Through a structured literature review, the findings are organized across five levels of analysis: Organizational, Inter-firm, Multi-tier, Ecosystem, and Macro. The review highlights a strong emphasis in existing research on firm-specific and dyadic factors, while broader, system-level influences remain underexplored—despite their growing relevance in today's volatile business environment. To help bridge this gap, the paper outlines key directions for future research. These include embracing multi-level and cross-disciplinary perspectives, paying more attention to non-traditional actors within business ecosystems, and using varied research methods like historical secondary data. By moving beyond narrow views of antecedents to power, this study encourages an approach that better reflects the complex realities firms face and offers useful analytical framework for both scholars and practitioners. • Reviews systematically 110 studies on firm power antecedents across 5 analytical levels. • Shows gaps regarding especially macro and ecosystem-level of antecedents. • Emphasizes need for multi-level studies beyond traditional dyadic relationships. • Suggests multi-theory, multi-method approaches to address complexity in B2B power. • Provides detailed research agenda for future studies of power in B2B systems.