From a managerial perspective, many companies still find the creation and maintenance of close relationships difficult. The inclusion of attraction into the vocabulary used to describe buyer–supplier relationships could help managers understand why attempts at generating close attachments to customers and suppliers are sometimes unsuccessful and what it takes to generate more beneficial exchanges. In addition to generating a strong tie between the company and its supplier or customer, attraction also has an important function as an influence mechanism, as it generates identification, and simultaneously develops the relationship.