Warianty tytułu
Modelling Long-term Partnership Relationship between Buyers and Suppliers in the Innabywdustrial Market
Języki publikacji
Abstrakty
W świetle tendencji spółek do budowania długoterminowych relacji partnerskich z innymi przedsiębiorstwami, bardzo ważna staje się wiedza na temat uwarunkowań rozwoju stosunków z nabywcami. W artykule zaprezentowano wybrane rozwiązania modelowe mające ważne znaczenie dla badań w zakresie kształtowania więzi relacyjnych między przedsiębiorstwami. W pierwszej części omówiono modele stworzone przez J.C.Andersona i J.A Narusa - pionierów w modelowaniu relacji między producentami i dystrybutorami. W części drugiej omówiono model orientacji długookresowej nabywcy wg S. Ganesana.
In light of the tendencies by companies to build long-term partnerships with other participants in the market, the key issue of marketing becomes identifying major determinants of successful partnerships. There already exist a number of model studies explaining the durability of relationships. The paper presents the popularly accepted models. They all point to a balanced inter-dependency between partners and the role of trust, that encourages companies to co-operate as well as looking at relationships from the long-term perspective. Involvement, being a measure of the degree of dependency of a partner and its trust reduces the risks of investing in relationships, the opportunistic behaviour of customers which in effect reduces transaction costs of exchange. The models presented are patterned after the behaviour of participants in the relationship depending on the level of variables adopted. (original abstract)
Rocznik
Numer
Strony
131-146
Opis fizyczny
Twórcy
autor
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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