From relationships to partnerships—new forms of cooperation between buyer and seller

An increased focus on operational performance and the reliance on fewer suppliers by industrial customers call for a higher quality of buyer–seller relationships. This article elaborates on economic explanations for value generated partnerships and describes the distinctive qualities of partnerships...

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Bibliographic Details
Published in:Industrial marketing management 2006, Vol.35 (1), p.4-9
Main Authors: Ploetner, Olaf, Ehret, Michael
Format: Article
Language:English
Subjects:
Business partnership
Business strategies
Business studies
Collaborative advantage
Game theory
Management science
Non-zero sum games
Operations research
Partnerships
Specific investments
Studies
Trust
Vendor supplier relations
Vertical partnerships
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Summary:An increased focus on operational performance and the reliance on fewer suppliers by industrial customers call for a higher quality of buyer–seller relationships. This article elaborates on economic explanations for value generated partnerships and describes the distinctive qualities of partnerships as something more than ordinary customer relationships. Particular attention is paid to the managerial implications and pitfalls awaiting companies when pursuing a partnership approach and a definition of vertical partnerships is provided.
ISSN:0019-8501
1873-2062
DOI:10.1016/j.indmarman.2005.08.006