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Determinants of Long-Term Orientation in Buyer-Seller Relationships

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Randomized trial examines buyer-seller relationship dynamics, highlighting trust and dependence impact on orientation.

To identify factors influencing long-term orientation in buyer-seller relationships, focusing on trust and dependence.
Evaluated 124 retail buyers and 52 vendors supplying to those retailers
Analyzed the relationship between trust, dependence, and long-term orientation
Developed a framework to assess mutual dependence and trust
Trust and dependence significantly influence long-term orientation in buyer-seller relationships.
Identified variations in the effects of several variables across different retailers and vendors.
Environmental uncertainty and transaction-specific investments are key factors affecting relationships.

Shankar Ganesan (1994) studied this question.

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