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Motivations For Developing Direct Trade Partnerships, Melina Parker, Kerrie Bridson, Jody Evans
Motivations For Developing Direct Trade Partnerships, Melina Parker, Kerrie Bridson, Jody Evans
Jody Evans
Purpose – This study aims to understand buyer and supplier motives for developing direct relationships with their trade partners.
Design/methodology/approach – A total of 18 in-depth interviews were conducted across Victoria and Tasmania (Australia); eight with retail buyers and ten with fresh produce suppliers. Both parties were involved in a direct relationship with their trade partner.
Findings – The research reveals a large variety of motivations that influence buyers and suppliers when deciding whether to operate in a direct or non-direct relationship with their trade partner. Motivations for both parties are remarkably similar, with buyers and suppliers ultimately attempting to …