Abstract
Using an analysis of marketing margins and the key dimensions of long‐term buyer‐seller relationships, it is possible to demonstrate that the supply chain for potatoes cultivated in the Red River Delta (Vietnam) is surprisingly efficient. While the prices paid to farmers are ultimately determined by supply and demand, the price farmers receive from traders and collector agents is influenced by tuber quality and the costs of transportation. Farmers are seldom dependent on their preferred trading partner and indicate that numerous alternative traders are available to purchase the potatoes they have harvested. While the traders similarly enjoy a strong positive relationship both with farmers and collector agents and their down‐stream customers, wholesalers report that they are much less satisfied in their exchange relationship with both the traders and the retailers. Wholesalers are more dependent on both their up‐stream and down‐stream trading partners and are more dissatisfied and less trusting of their exchange partners.
Subject
General Business, Management and Accounting
Reference59 articles.
1. Achrol, R.S., Reve, T. and Stern, L.W. (1983), “The environment of marketing dyads: a framework for comparative analysis”, Journal of Marketing, Vol. 47, Fall, pp. 55‐67.
2. Aji, J.M.M. (2001), “The extent to which buyer‐seller relationships influence farmers decision to purchase seed potatoes in East Java – Indonesia”, unpublished Master's of Rural Management thesis, Curtin University, Perth.
3. Andaleeb, S.S. (1996), “An experimental investigation of satisfaction and commitment in marketing channels: the role of trust and dependence”, Journal of Retailing, Vol. 72 No. 1, pp. 77‐93.
4. Anderson, E. and Weitz, B.A. (1986), “Make‐or‐buy decisions: vertical integration and marketing productivity”, Sloan Management Review, Spring, pp. 3‐19.
5. Anderson, J.C. and Narus, J.A. (1990), “A model of distributor firm and manufacturing firm working relationships”, Journal of Marketing, Vol. 54 No. 1, pp. 42‐58.
Cited by
18 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献