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1. 1. Supplier-Buyer Relationships within the Small-Sized Fashion Retail Industry : A qualitative study of relationship marketing within small-sized fashion retailers in Sweden

   Kandidat-uppsats, Institutionen för marknadsföring (MF)

   Författare :Cecilia Wilthorn; Marie Larsson; Hampus Henriksson; [2013]
   Nyckelord :Relationship marketing; Buyer-supplier relationship; Trust; Commitment; Affective; Calculative; Small-sized fashion retailer;

   Sammanfattning : Despite the vast research within the fields of buyer-supplier relationships and the fashion industry, a lack of comprehensive understanding concerning the connection between the two seems to be found. Research regarding long-term relations and key concepts in form of trust and commitment, are stated to be crucial in order to create a long-term relationship. LÄS MER