Details

Autor(en) / Beteiligte

• Spekman, Robert E.
• Carraway, Robert

Titel

Making the transition to collaborative buyer–seller relationships: An emerging framework

Ist Teil von

• Industrial marketing management, 2006, Vol.35 (1), p.10-19

Ort / Verlag

New York: Elsevier Inc

Erscheinungsjahr

2006

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• In recent years, many business-to-business marketers have been influenced by the concepts put forth in the area of relationship marketing, with its emphasis on long-term collaborative relationships among trading partners. However, buyers and sellers alike have found it difficult to make the transition from an arm's length, “invisible hand of the market” relationship to one of collaboration, for a variety of reasons. We propose a framework, still emerging, that captures the elements critical to the transition process. We do not advocate collaborative relationships in all buyer–seller relationships; however, where they make sense we demonstrate how to overcome barriers to collaboration. Explicitly recognizing the elements of the framework and their relationship to one another would help potential collaborators better manage the transition process and thereby increase the likelihood of reaping the benefits of a truly more collaborative relationship.