An examination of buyer-seller relationship in the Hong Kong clothing industry

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An examination of buyer-seller relationship in the Hong Kong clothing industry


Author: Yau, Kwok-fan
Title: An examination of buyer-seller relationship in the Hong Kong clothing industry
Degree: M.B.A.
Year: 1998
Subject: Clothing trade -- China -- Hong Kong
Relationship marketing -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: vi, 64 leaves : ill. ; 30 cm
Language: English
InnoPac Record:
Abstract: Relationship between buyer-seller in business markets are increasingly important in many companies' strategy. An understanding on the nature of and the antecedents to relationship will be helpful to marketing managers. The research tried to investigate if long-term buyer-seller relationship exists in the Hong Kong's largest industry, the clothing industry. Results showed that long-term buyer-seller relationship is common in the clothing industry. It is important and long-term in nature. To the buyers, high level of services, flexibility and cheaper price are the major benefits from the relationship. In return, sellers expect guarantee payment, stable business and better return on resources committed. Both sides agreed that risks, instead of transaction cost, is the key factor in considering new business relationship. Match and fitness of product is an important antecedent to relationship. In addition, satisfactory performance and ability in new product development are important factors for ongoing relationship. To both buyers and sellers, they try to avoid situation of dependency, so resource and skills interdependency is not a prerequisite to relationship.

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