A dyad perspective of buyer-seller relationships - the case of Taiwan agribusinesses

Paper

Ng, Eric. 2008. "A dyad perspective of buyer-seller relationships - the case of Taiwan agribusinesses." Spanjaard, Daniela, Denize, Sara and Sharma, Neeru (ed.) ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia 01 - 03 Dec 2008 Australia.
Paper/Presentation Title

A dyad perspective of buyer-seller relationships - the case of Taiwan agribusinesses

Presentation TypePaper
Authors
AuthorNg, Eric
EditorsSpanjaard, Daniela, Denize, Sara and Sharma, Neeru
Journal or Proceedings TitleProceedings of the 2008 Australian and New Zealand Marketing Academy Conference (ANZMAC 2008)
ERA Conference ID76596
Number of Pages7
Year2008
Place of PublicationAustralia
ISBN1863081445
Web Address (URL) of Paperhttp://www.anzmac-2008.org/_Proceedings/Index.html
Conference/EventANZMAC 2008: Shifting the Focus from Mainstream to Offbeat
ANZMAC Conference
Event Details
ANZMAC Conference
Australian and New Zealand Marketing Academy Conference
Rank
C
C
C
C
C
Event Details
ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat
Parent
ANZMAC Conference
Event Date
01 to end of 03 Dec 2008
Event Location
Sydney, Australia
Abstract

The research reported in this study investigates how agribusinesses in Taiwan evaluate their existing business relationships and identifies the areas for improvement. These areas were examined in terms of the variables of the five-stage buyer-seller relationships development process from the existing literature and this was achieved through a series of 20 in-depth interviews conducted with 10 agribusinesses from a dyadic perspective. The findings revealed that at the early stages of the relationship, organisations were concern with achieving product and service reliability and quality. Whilst trust, commitments, co-operation, shared goals, social and structural bonds were regarded as more critical in the later stages of the relationship for the development of a closer long-term relationship. The research findings also highlighted five areas for improvement in a buyer-seller relationship that could vary in their relevance and importance at each level of the relationship.

Keywordsagribusiness; Taiwan
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350606. Marketing research methodology
350604. Marketing communications
Public Notes

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Byline AffiliationsSchool of Management and Marketing
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