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Peut-on désormais parler d’engagement du distributeur dans la relation avec l’industriel ?

  • Hicham ABBAD
  • Gilles PACHÉ
  • Dominique BONET FERNANDEZ

The relationships between large retailers and manufacturers are often perceived as conflicting, as part of a fierce struggle to get a share of value added. To extend its market power, the retailer develops a short-term vision of exchange, with no will of long-term commitment. However, the literature insists on the emergence of a new form of relational dynamics that breaks with the old ways of relationship governance. The paper examines the reality of this mutation from a field study conducted in an emerging country, and concludes with the adoption of a long-term orientation by the retailer, under a number of specific conditions.

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Paper provided by Department of Research, Ipag Business School in its series Working Papers with number 2014-202.

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Length: 28 pages
Date of creation: 28 Mar 2014
Date of revision:
Handle: RePEc:ipg:wpaper:2014-202
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Web page: http://www.ipag.fr

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  1. Ryu, Sungmin & Park, Jeong Eun & Min, Soonhong, 2007. "Factors of determining long-term orientation in interfirm relationships," Journal of Business Research, Elsevier, vol. 60(12), pages 1225-1233, December.
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