Using Repertory Grid to access the underlying realities in key account relationships.

This paper examines a variety of examples of repertory grid research to assess how and why the technique is used. In particular, the authors focus on the strengths and weaknesses of using repertory grid to explore the nature of close business-to-business relationships. Compared to the more frequently used technique of qualitative depth interviews, differences were found which suggest that further research is needed to identify what really drives supplier-buyer interdependence. The research indicates the value of repertory grid in exploring topics that are not well defined and to identify the way that business decision- makers are making sense of their work environment.