The Purchaser's Choice: Transactional or Relational Contracting ?

Florence Crespin-Mazet and Philippe Portier
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Florence Crespin-Mazet: Euromed Marseille - École de management - Association Euromed Management - Marseille
Philippe Portier: EM - EMLyon Business School

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Abstract: 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.

Date: 2011-07-01
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Published in Marketing Review St. Gallen, 2011, 0411

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312647

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