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Narakesari Narayandas discusses how to build long-term buyer-seller relationships in industrial markets. He explains that through deeper understanding, buyers and sellers can transform single transactions into ongoing beneficial relationships. Narayandas also summarizes his research finding that while relationships may start unevenly, over time less powerful firms can structure equitable partnerships through trust and commitment building between individuals and performance-driven contracts between companies. His work identifies stages of relationship evolution and provides guidance on investing to launch new relationships and evolve existing transactional ones into collaborative partnerships.
Narakesari Narayandas discusses how to build long-term buyer-seller relationships in industrial markets. He explains that through deeper understanding, buyers and sellers can transform singl…