ABSTRACT

Competition and the quest for competitive advantages on the market are prompting companies to reshape the profiles of their relationships with their customers and suppliers. They are opting for approaches based more on cooperation, trust, loyalty and quality, instead of bargaining power or clout that that might well be used by vertical scope participants as a way opportunistically pressuring these relationships. Based on the constructs of Durand (1999), this survey investigated the relationship between the possibility of substituting relationships with suppliers and buyers, viewed as resources by companies in the power generator, transformer, electric motor and ...

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