Authors: Sylvie Lacoste
Industrial marketing researchers have studied for several decades asymmetric relationships, mostly (Holmlund and Kock, 1996). Recently researchers from the Industrial Marketing and Purchasing group (IMP) have focused on the concept of asymmetric vertical relationships (small-sized suppliers in buyer-dominated relationships) using the interaction approach, but no research, so far, investigates the impact of the different products/services sold on the characteristics of such asymmetric relationships. Our study examines the characteristics of asymmetric vertical relationships, revisiting Kraljic’s purchasing portfolio (1983). We decided to use qualitative techniques to understand how the characteristics of asymmetric supplier-customer relationships differ according to the typology of the supplied products/services. Our study suggests optimized relational strategies for each item category, supported by Kraljic’s matrix that small suppliers can implement.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2016
Conference: Poznan, Poland (2016)