Interaction in a time of crisis: buyer-supplier adaptation in public healthcare

Purpose: This paper aims to examine adaptation in buyer–seller relationships in a time of crisis and to explore what consequences adaptation has for the actors involved. The authors are particularly interested in examining how suppliers and public buyers adapt in turbulent situations where public policy opens for interaction in a mode represented by studies in the industrial marketing and purchasing research approach. The COVID-19 pandemic represents such a unique research setting, as it opens up insights into how buyers and suppliers had to adapt in a matter of days in response to rapid and turbulent changes in their business environment. In this paper, the authors seek insights into the following research questions: What role do the actors’ interpretation of the situation play in the adaptation process? How do adaptation processes unfold in a time of national crisis? What are the actor and relationship-specific outcomes from adaptation in such a situation? Design/methodology/approach: To answer these questions, the authors present data from an exploratory case study of intra- and interfirm adaptation processes between public buyers and private suppliers in the health-care sector during the COVID-19 pandemic. The pandemic opened for access to a unique data from personal interviews and secondary data, from public reports and newspaper/media coverage at intervals during the outbreak and at the aftermath of the pandemic. Findings: The authors find that the actors’ interpretation of the situation and their motivation to engage in adaptations play an important role in the adaptation processes. In particular, a normative commitment based on a moral duty to contribute to dealing with the turbulent situation of society is found to be a main driver. In these situations, shared sensemaking and alignment of mental models help to mobilise actors, resources and activities into new interaction patterns. At the same time, mutual affective commitment between the buyer and suppliers is not significant over time, thus constraining and eventually terminating the adaptation processes. Originality/value: This study contributes to the understanding of interaction between public buyers and suppliers during turbulent situations. Changes in the adaptation context opens for extensive interaction, thus enabling actors to combine and exploit resources of value, but temporary adaptations do not create long-term effects on the ability to develop buyer–supplier interaction in public markets.