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| Author: | Brennan, R. Turnbull, P. |
| Title: | Adaptive behavior in buyer-supplier relationships |
| Journal: | Industrial Marketing Management
1999 : SEP, VOL. 28:5, p. 481-495 |
| Index terms: | INDUSTRIAL MARKETING MANAGEMENT BEHAVIOURAL SCIENCE |
| Language: | eng |
| Abstract: | It is a feature of business-to-business markets that individual buyer-supplier relationships can assume great importance for both the buying and the selling organizations. Such adaptive behavior may be designed to meet some specific need of the partner, or to nurture and develop the relationship itself. The article, which is based on case studies collected at both ends of 13 buyer-supplier relationships, examines motivations and decision-making processes underlying adaptive behavior in buyer-seller relationships. |
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