Supplier's origin and customer perceived value in inter-organizational relationships: the case of the Tunisian retailing sector

Purpose The aim of this article is to empirically study the relationship between supplier origin (SO) and key retailers’ perceived value (RPV) in their collaborative relationships with local suppliers, taking cultural dynamics into account. This theoretical question is examined from the perspective of value creation, one of the key components of business relationship quality. The authors identify the determinants of perceived value in the Tunisian retailing context. Design/methodology/approach This article is based on qualitative interviews with 13 buyers of FMCG products in the Tunisian retail sector. The decision to conduct the research in Tunisia is based on three factors. First, Tunisia, like other Arab countries, is characterized by a high degree of hierarchical distance, a collectivist orientation and a high level of uncertainty avoidance. Second, the Tunisian retail sector has undergone significant changes since the development of foreign franchise distribution chains in emerging markets. As a result, the relationships between suppliers and key retailers have also undergone several changes and need to be studied. Third, the study participants hold positions in local and foreign channels, which requires consideration of cultural differences (local versus foreign) that may influence value perception. The research examines the perceived value drivers in the host market based on the origin of the supplier. Findings The RPV is determined by several drivers, namely perceived economic optimization, perceived logistical reliability, perceived promotional appeal, perceived capacity for innovation, perceived capacity for co-creation and perceived relational proximity. The results also reveal that the perceived value varies according to the SO (local or foreign), reflecting the influence of cultural specificities. More specifically, key retailers place greater importance on promotional appeal and innovation capacity in their relationships with foreign suppliers, whilst co-creation capacity and relational proximity – which facilitate access to information – appear to be the most significant value dimensions in relationships with local suppliers. Economic optimization and logistical reliability do not hold great potential. Originality/value This study does not claim to be exhaustive. It identifies the RPV drivers and explores the overlooked link between SO and customer-perceived value in inter-organizational relationships between suppliers and retailers of different origins in a host market.