LONG TERM ORIENTATION IN THE RELATIONSHIP BETWEEN RETAIL CHAINS AND SMEs SUPPLYING PRIVATE LABELS : WHAT ROLE OF TRUST ?

FATIMA ZAHRA AGZIT, RIHAM HAZEB, MOHAMED LARBI SIDMOU

Résumé


The purpose of this paper is to highlight the role of trust in building successful and sustainable interactions between retail chains and small and medium enterprises (SMEs) supplying private labels. Specifically, on how trust through its aspects and antecedents, helps explain the long term orientation and commitment of retail chains to maintain such relationship over time. Based on a literature review combined with the results of an exploratory qualitative survey done with purchase managers of large retail chains in Morocco, a preliminary model is proposed focusing on the influence of the antecedents of trust with SMEs supplying private labels on the long-term orientation of the retail chains

Mots-clés


Trust, Long term orientation, SMEs, Private labels, Relationship between retail chains and suppliers

Texte intégral :

PDF