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.