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The Development of Buyer‐Seller Relationships in Industrial Markets

David Ford (School of Management, University of Bath, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 May 1980

8344

Abstract

Notes buyer‐seller interdependence is crucial to industrial marketing — industrial firms establish buyer‐seller relationships of the close kind and long term. Examines buyer‐seller nature in industrial markets by considering development as a process through time, it is based on ideas from the IMP Project. Analyses the process of establishment and development of relationship over time by considering stages in revolution. Notes also that this process described herein does not argue the inevitability of relationship development. Discusses the pre‐relationship stage: the early stage; the development stage; the long‐term stage; and the final stage with points to debate. Describes how the development of buyer‐seller relationships can be seen as a process in terms of: the increasing experience of the two companies; reduction in their uncertainty and the distance between them; growth of both actual and perceived commitment; formal and informal adaptation to each other and the investments and savings involved. Finally, states it is important to emphasize that companies should examine existing relationships according to the potential and stage of development.

Keywords

Citation

Ford, D. (1980), "The Development of Buyer‐Seller Relationships in Industrial Markets", European Journal of Marketing, Vol. 14 No. 5/6, pp. 339-353. https://doi.org/10.1108/EUM0000000004910

Publisher

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MCB UP Ltd

Copyright © 1980, MCB UP Limited

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