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Type: Journal article
Title: Price or relational behaviours?: Supplier relationship management in the German dairy industry
Author: Gyau, Amos
Spiller, Achim
Wocken, Christian
Citation: British Food Journal, 2011; 113(7):838-852
Publisher: Emerald
Issue Date: 2011
ISSN: 0007-070X
School/Discipline: School of Agriculture, Food and Wine
Statement of
Amos Gyau, Achim Spiller and Christian Wocken
Abstract: PURPOSE: The aim of this paper is to determine the relative importance of actual price and behavioural factors for the quality of the business relationship between German dairies and their milk suppliers. DESIGN/METHODOLOGY/APPROACH: The paper reports the results of field study involving 209 farmers in Lower Saxony and the northern section of North Rhine-Westphalia regions in northwest Germany. These regions are the most important milk production centres in Germany. FINDINGS: The results indicate that, whereas behavioural factors, specifically relationship management practices and price satisfaction, have a positive influence on the quality of the business relationship between the farmers and the dairies, the actual price levels have no influence. PRACTICAL IMPLICATIONS: Actual prices paid to the farmers is not the most important factor which influences the quality of their relationship with the dairies but rather behavioural norms such as milk price satisfaction and relational norms. Dairies are advised to enhance price perception through price negotiations and transparency in order to facilitate quality relationship instead of through higher price payment alone. ORIGINALITY/VALUE: This study is the first to integrate and compare the actual prices and behavioural variables to determine their relative importance and influence on relationship quality.
Rights: © Emerald Group Publishing Limited
DOI: 10.1108/00070701111148388
Appears in Collections:Agriculture, Food and Wine publications

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