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Article Dans Une Revue Marketing Review St. Gallen Année : 2011

The Purchaser's Choice : Transactional or Relational Contracting ?

Résumé

While literature acknowledges the development of relational exchanges between customers and suppliers, practitioners notice the resilience of the transactional mode among purchasers. Based on a field study, this article aims at identifying the factors that determine the project purchasers’ choice of a relationship pattern with their suppliers. It formulates hypotheses on the reasons leading most of them to select transactional contracting.
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Dates et versions

hal-02312647 , version 1 (11-03-2020)

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  • HAL Id : hal-02312647 , version 1

Citer

Florence Crespin-Mazet, Philippe Portier. The Purchaser's Choice : Transactional or Relational Contracting ?. Marketing Review St. Gallen, 2011, 0411. ⟨hal-02312647⟩

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