This study examined the relationships between
manufacturers and their distributors and
retailers in the Information Technology sector.
The characteristics of these relationships were
identified, particularly cooperation between
buyers and suppliers, and its impact on the
relationship performance. Four cooperative
behaviors represented the idea of cooperation.
Efficiency and effectiveness were used as a
performance evaluation of the relationship.
Interviews with company managers were the main
source of data. This research identified a significant
level of cooperation within relationships, and
exchange of information, joint problem-solving
and flexibility were the most visible behaviors.
The positive effect of cooperation in partner
satisfaction concerning the relationship was
observed, leading managers to the decision to buy
and to a positive experience as to the relationship.
The study also showed that effectiveness feeds
back the process.