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

Gérard Cliquet and van My Dang
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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

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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.

Keywords: commitment; cooperative relationship; marketing channel; relationship marketing; trust; canal marketing; confiance; engagement; marketing relationnel; relation coopérative (search for similar items in EconPapers)
Date: 2011-09
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Published in 14ème colloque Etienne Thil, Sep 2011, Roubaix, France. 26 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00628203

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