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The Effect of Reputation on the Four Stages of Buyer-Supplier Relationships and the Extent to which Buyers and Suppliers Preserve their Reputation in B2B Relationships in the Food Industry

Wegdam, Casey (2021) The Effect of Reputation on the Four Stages of Buyer-Supplier Relationships and the Extent to which Buyers and Suppliers Preserve their Reputation in B2B Relationships in the Food Industry.

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Abstract:The purpose of this research is to find out to what extent reputation affects the four stages of buyer-supplier relationships and the preservation of reputation. To investigate this, semi-structured interviews with buyers and suppliers in the food industry were conducted. The data from these interviews were inductively coded and analysed through directed content analysis. Findings show that, for preserving reputation, the derived aspects from the literature are overlapping, credibility, transparency, legitimacy, honesty, fairness, and commitment. Additionally, communication, quality, and employee training are also important. Besides, findings show only the derived aspects from the literature, credibility, honesty, and commitment to reputation in buyer-supplier relationships overlap. Other important aspects are trust, price, experience, and communication. Moreover, findings show buyers’ reputation is equally important, and suppliers’ reputation is the most important in the first stage. With these findings, it is suggested that buyers and suppliers look at the aspects of reputation to create a better reputation and stronger buyer-supplier relationships. However, limitations are that the food industry is a complicated industry, only strategic buyer-supplier relationships are considered, and it has not been tested whether and to what extent the aspects affect the two subjects of this research.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/85795
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