Paper info: "The development of "hybrid" forms of vertical exchange, mixing transactional and relational features: a key account's point of view".
"The development of "hybrid" forms of vertical exchange, mixing transactional and relational features: a key account's point of view".
Hervé Fenneteau andSylvie Lacoste
Kedge Business School
Place of Publication
The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.
For the past 10 years we have seen the purchasing department of leading and major companies restructuring their purchasing approaches and moving towards more formalised and global purchase processes. This move follows further pressure from their environment, which has become a hyper-competitive and global one. The question arises whether the Relationship Marketing paradigm which has been developing for over 20 years now, is not being turned by Key Account customers, under the influence of their purchase structures, into a «transactional/relational hybrid» relationship management paradigm. This paper is a first step of an empirical research to define new forms of a ",hybrid", relationship between key Accounts and their network of suppliers, mixing featuresfrom transactional and relational exchanges and analysed from the key Account (customer) perspective. Why and how do they use this new form of customer-supplier relationship?