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The Purchaser's Choice: Transactional or Relational Contracting ?
Journal article   Peer reviewed

The Purchaser's Choice: Transactional or Relational Contracting ?

Florence Crespin-Mazet and Philippe Portier
Marketing Review St. Gallen
01/07/2011

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.
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