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Les relations coopératives dans les canaux marketing : proposition d'un modèle pour le Vietnam

Author

Listed:
  • Gérard Cliquet

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • van My Dang

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

This paper deals with relationships between producers and retailers of consumer products. The goal is to deepen these relationships by pointing out determinant variables of cooperative relationships in order to predict their future development. Results drawn from theoretical models in the context of Vietnam reveals the predominance of trust, commitment, interdependence, communication and interpersonal relationship which influence positively cooperative relationships between producers and retailers.

Suggested Citation

  • Gérard Cliquet & van My Dang, 2011. "Les relations coopératives dans les canaux marketing : proposition d'un modèle pour le Vietnam," Post-Print halshs-00628203, HAL.
    • Handle: RePEc:hal:journl:halshs-00628203
    as

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