|dc.description.abstract||Manufacturers may deal directly with retailers or they may supply them through distributors. In either manner, retailers will still expect various types of support to help them sell and promote a manufacturer’s brand - the difference will simply be who is supply the support to them.
This report highlights the importance of Supplier Relationship Management. As with customer relationship management, relationship management with suppliers (SRM) is extremely important. It involves behaviors that encourage a positive and productive relationship between a company and its business allies. Furthermore, SRM hunt for to building trust, consolidating rules and expectations and establishing limits.
The study comprises a qualitative analysis of how supplier trust, commitment and collaboration influences business performance. Retailers must trust the brand and the quality of their products that they will sell to end customers. Commitment is another major mediator that influence the correlation between supplier & distributors. Commitment arises when there are necessities for upholding long-term relationships. When you want to endure a relationship with a partner, it is called commitment. A growing number of consumer products manufacturers and retailers are working together to better their performance. This alliance, through associating on initiatives that go beyond day-to-day activities and are aimed at providing significant long-term value to both parties, is a good alternative to price-based supplier-retailer relationships.||en_US