Motivations for developing direct trade relationships

Abstract

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 minimi..