A fresh perspective on value creation process in B2B relations is proposed based on relational intent. The study includes value creation literature and points to relational drivers towards creating relational values and proposes selective antecedents that can decide the intent of a relationship whic decides the value. A conceptual model is built and tested from data taken from Indian steel distribution channel and inferences are drawn. The study points to decrease in effect of power and control in channel and strengthens the resource sharing theories for relational perspectives.

This is a qualitative study by which a framework to estimate relational intent between channel partners in B2B industries is proposed. This also give an integrative approach for valuation of dyads in a channel. The proposed framework needs to be empirically tested.