The power of trust in manufacturer-retailer relationships

• Main Author: KUMAR, Nirmalya
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1996
• Subjects: Trust; Business planning; Retail industry; Manufactures; Partnership; Industrial organization; Business research; Chain stores; Strategic planning; Marketing; Organizational Behavior and Theory
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5179; https://ink.library.smu.edu.sg/context/lkcsb_research/article/6178/viewcontent/PowerTrustManufacturer_HBR_1996_afv.pdf
• Institution: Singapore Management University

Manufacturers and retailers traditionally have seen each other as adversaries, but the benefits generated by trusting relationships between such old foes as Procter & Gamble Company and Wal-Mart Stores show that fear and intimidation may not be the most effective way for manufacturers and retail...