Co-Creating The Future

an Empirical Test of Relational Antecedents to Long-Term Orientation in Nigeria's Agri-Food B2B Relationships

Abstract

Purpose: In emerging economies characterized by institutional voids and market volatility, cultivating resilient Business-to-Business (B2B) relationships is crucial for sectoral development. This study investigates the antecedents of Long-Term Orientation (LTO) within the strategic agri-food sector of Northern Nigeria, examining the influence of relational communication quality, perceived value co-creation, and integrative conflict resolution tactics.

Design/Methodology/Approach: A quantitative survey methodology was employed, collecting data from 312 client-side managers and business owners (Aggregators, Food Processors, Wholesale Distributors) engaged in key supplier relationships across Kaduna, Kano, and Plateau states. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses.

Findings: The results confirm that all three constructs are significant positive antecedents of LTO within this context. Perceived value co-creation (β = 0.47, p < 0.001) emerged as the strongest predictor, followed by the quality of relational communication (β = 0.32, p < 0.001). Integrative conflict resolution tactics were also significant but with a smaller effect (β = 0.18, p < 0.01). Relational communication was found to have a significant indirect effect on LTO through enhanced perceived value co-creation, supporting partial mediation.

Originality/Value: This study provides crucial contextualization by integrating three critical relational constructs into a unified model to predict LTO within an under-researched, high-stakes economic region. It offers unique empirical evidence for the pivotal role of a collaborative value-creation mindset in an environment where formal contracts are often weak, demonstrating that proactive joint value creation is a more powerful cement for long-term partnership intentions than transactional reliability alone.

Keywords:Long-Term Orientation; Relational Communication; Value Co-Creation; Integrative Conflict Resolution; B2B Relationships; Agri-Food Sector.