Relational sub-chains relate to the chosen linkages between buyers, sellers, and
logistics parties in between them. A spectrum of relationships exist ranging from arm’s
length price ones on the traditional side to closer and more sophisticated ones that
include cooperative, collaborative, innovation focused, joint venture and vertical
integration forms. As was discovered by sales organizations as well as purchasing
departments starting in the late 1980s and early 1990s, each form of relationship in a
buyer-seller relationship can bring different forms of value for one or both. More
recently, supply chain management and purchasing managers have found the growing
need to build stronger internal linkages and relationships across others within the
same firm