The Development of Buyer‐Seller Relationships in Industrial Markets

European Journal of Marketing - Tập 14 Số 5/6 - Trang 339-353 - 1980
David Ford1
1School of Management, University of Bath, UK

Tóm tắt

Notes buyer‐seller interdependence is crucial to industrial marketing — industrial firms establish buyer‐seller relationships of the close kind and long term. Examines buyer‐seller nature in industrial markets by considering development as a process through time, it is based on ideas from the IMP Project. Analyses the process of establishment and development of relationship over time by considering stages in revolution. Notes also that this process described herein does not argue the inevitability of relationship development. Discusses the pre‐relationship stage: the early stage; the development stage; the long‐term stage; and the final stage with points to debate. Describes how the development of buyer‐seller relationships can be seen as a process in terms of: the increasing experience of the two companies; reduction in their uncertainty and the distance between them; growth of both actual and perceived commitment; formal and informal adaptation to each other and the investments and savings involved. Finally, states it is important to emphasize that companies should examine existing relationships according to the potential and stage of development.

Từ khóa


Tài liệu tham khảo

For, 1979, Industrial Marketing Strategy

10.1016/0019-8501(75)90015-2

Cunningham M. T., European Journal of Marketing, this issue.

See, 1975, Williamson, O. E., Markets and Hierarchies: Analysis and Anti-Trust Implications

10.1086/466942

1980, Journal of the Market Research Society, 22, 44

10.1108/EUM0000000005113

1975, Journal of Management Studies, 305

10.1016/0019-8501(78)90020-2

10.2307/3150657

Thông tin
Thông tin xuất bản

European Journal of Marketing

Tập 14 Số 5/6

339-353

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