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.
Thus, this study aims to verify the presence
of cooperative behaviors within relationships
between buyers and suppliers in the Information
and Communications Technology (ICT) sector,
and to explore the effects of these behaviors on
relationship performance. The focus of research
is on the relationship between manufacturers
and distributors of equipment and their retailers,
and considers that cooperation plays a central
role in coordinating the distribution of products
and services
Besides the difficulty in defining
performance, there is still the difficulty of
establishing cause and effect relationships between
buyers and suppliers. Wilkinson (2001), based
on March (1996) comments that in less tightly
coordinated systems, such as networks, it is very
difficult or even impossible to track specific
outcome or impact to the actions that produced
it, because the effects of these actions are complex.
This study examined the relationships betweenmanufacturers and their distributors andretailers in the Information Technology sector.The characteristics of these relationships wereidentified, particularly cooperation betweenbuyers and suppliers, and its impact on therelationship performance. Four cooperativebehaviors represented the idea of cooperation.Efficiency and effectiveness were used as aperformance evaluation of the relationship.Interviews with company managers were the mainsource of data. This research identified a significantlevel of cooperation within relationships, andexchange of information, joint problem-solvingand flexibility were the most visible behaviors.The positive effect of cooperation in partnersatisfaction concerning the relationship wasobserved, leading managers to the decision to buyand to a positive experience as to the relationship.The study also showed that effectiveness feedsback the process.Thus, this study aims to verify the presenceof cooperative behaviors within relationshipsbetween buyers and suppliers in the Informationand Communications Technology (ICT) sector,and to explore the effects of these behaviors onrelationship performance. The focus of researchis on the relationship between manufacturersand distributors of equipment and their retailers,and considers that cooperation plays a centralrole in coordinating the distribution of productsand servicesนอกจากความยากลำบากในการกำหนดประสิทธิภาพ ยังมีความยากลำบากของสร้างความสัมพันธ์ของเหตุและผลระหว่างผู้ซื้อและผู้จำหน่าย Wilkinson (2001), ตามในเดือนมีนาคม (1996) เห็นว่า เวลาไม่แน่นประสานงานระบบ เช่นเครือข่าย มันเป็นมากยาก หรือเป็นไปไม่ได้แม้แต่การติดตามเฉพาะผลลัพธ์หรือผลกระทบต่อการดำเนินการผลิตเนื่องจากผลของการกระทำเหล่านี้มีความซับซ้อน
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