The influence of buyer-seller relationships on organizational competitiveness in the beverages industry in Zimbabwe

Clay Hutama Basera and Maxwell Qedindaba Nyathi
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Clay Hutama Basera: Great Zimbabwe University, Zimbabwe
Maxwell Qedindaba Nyathi: Gokwe Rural District Council, Zimbabwe

Journal of the Academy of Business and Emerging Markets, 2026, vol. 6, issue 1, 29-40

Abstract: This study explored the influence of buyer-seller relationships on organizational competitiveness in the beverages industry. The research aimed to investigate the significance of building and maintaining strong buyer-seller relationships in enhancing the competitiveness of organizations operating in the highly competitive beverages market. Using a quantitative research methodology, data were collected through questionnaires. Results indicate that buyer-seller relationships in Zimbabwe’s beverage industry led to increased customer loyalty, improved market responsiveness, enhanced product quality, and greater differentiation from competitors. Although achieving organizational competitiveness requires mutual understanding and commitment, the study recommends that managers in the beverages industry prioritize developing and maintaining strong buyer-seller relationships through improved communication, collaboration, mutual trust, and transparency among supply chain partners to achieve competitiveness.

Keywords: buyer-seller relationship; trust; communication; cooperation; commitment; organizational competitiveness (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:ris:jabema:021984

DOI: 10.5281/zenodo.18121000

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