AUTHOR
Dehlin, Nina; Larsson, Karin

DATE
2003-01-23

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
In the past, buying and selling was regarded as two separate activities, independent from one another. Today, it has become more important that these activities are coordinated. Therefore, the relationship between buyers and sellers is more important and it is essential for companies to be able to cooperate. The aim of this thesis is to gain a better understanding of buyer-seller relationships within Swedish business-to- business environments. To reach our purpose we have conducted a multiple case study of two buyer-seller relationships and interviewed two respondents within each case. We have studied the relationship process, factors influencing, and the roles of the people involved in the relationship. Our study shows that buyer-seller relationships evolve through a number of different areas that all develop the relationship, where communication and trust are vital for the relationship to progress. Other findings were that buyers have more control over the relationship than sellers have. Hence, the seller identifies more risks with the relationship. If the relationship includes a company dominant on the market, there are only few factors that influence the relationship and the factor that influences a relationship the most is the products’ complexity. The roles of the people involved in the buyer-seller relationship can be possessed by more than one person and one person can possess more than one role.

ISSN 1404-5508 / ISRN LTU-SHU-EX--03/012--SE / NR 2003:012