Partnering with Resellers in Business Markets
نویسنده
چکیده
Practitioners and academicians alike have developed useful frameworks and prescriptive solutions for enhancing relationships between suppliers and customers. Collaborative relationships between suppliers and resellers have received considerably less attention. The goal of this special issue of Industrial Marketing Management is to help fill this gap. This lead article sets the stage by identifying prospective foundations for supplier–reseller relationships, by tracing the evolution of supplier–reseller partnerships to date, and by introducing an emerging set of solutions designed to build more efficient and productive supplier– reseller partnerships. The paper then weaves together the highlights of the other articles in this issue that provide new perspectives for helping companies to design and manage such relationships more effectively. © 2001 Elsevier Science Inc. All rights reserved.
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