Relational bonds strategy, organizational learning and B2B performance: the case of multi-channel network

Purpose Building on resource-based view (RBV) theory and organizational learning (OL) theory, this study aims to investigate the relationships among the relational bonds strategy, OL (exploratory and exploitative learning) and business-to-business (B2B) performance (strategic and financial) in the multi-channel network (MCN) industry. Guided by RBV and OL theories, exploratory and exploitative learning are each hypothesized to have separate positive and negative contingent effects in the relational bonds strategy–MCN B2B performance dyad. Design/methodology/approach This study uses a quantitative methodology, using the experiences of 211 Chinese MCN organizations to examine the postulated conceptualization. The sample is selected through a random sampling process from a comprehensive list of MCNs operating in the B2B live streaming sector, ensuring diversity in industry types and regions. This study explores the relationships between relational bonds strategy, OL and B2B performance using hierarchical regression analysis. This method allows for testing of the effects of the relational bonds strategy and the moderating roles of exploratory and exploitative learning on strategic and financial performance outcomes. Findings The relational bonds strategy is revealed to have a positive effect on strategic and financial performance. The positive, interactive impact of exploratory learning and relational bonds strategy on strategic and financial performance is verified. Nevertheless, the alignment of exploitative learning and relational bonds strategy is confirmed to be negatively associated with strategic performance and financial performance. These outcomes suggest that these two forms of OL have a completely different influence on the relational bonds strategy–MCN B2B performance framework. Originality/value This study is among the earlier research studies to apply the RBV theory to the investigation of the relationship between relational bonds strategy and MCN B2B performance. The outcomes of this study significantly broaden the application of this key theory. The novel integration of OL and relational bonds strategy also extends the theoretical development of RBV and OL theories in the B2B context. The integration of these two theories provides theoretical and practical guidance on when and how relational bonds and OL matter in MCN B2B performance.