New perspectives on third actors’ roles in buyer–seller relationship initiation: an empirical investigation in turbulent business networks

Purpose The study aims to investigate third actor’s roles in buyer–seller relationship initiation (BSRI) process in turbulent business networks, emphasising how they might have evolved from those already identified in stable business networks. Design/methodology/approach A qualitative case study of a small Italian winery was deemed useful to provide a novel perspective on the phenomenon of interest. Buyers, sellers and third actors were involved in the data collection. Data were analysed abductively, presenting vignettes of the BSRI processes developed by the small winery with the support of a third actor in turbulent business networks. Findings The study’s contributions highlight new macro and micro-roles performed by third actors in supporting the sudden initiation of new business relationships in turbulent business networks, emphasising the increasing relevance of social mechanisms in initiating new business relationships in such conditions. Originality/value This study offers a novel empirical perspective on third actors’ roles during BSRI in a turbulent business network. It unveils new macro- and micro-roles supporting the sudden initiation of new business relationships.