Merchandise Buyers

The Role of Relational Embeddedness in Retail Buyers’ Selection of New Products
November 1, 2006
Retailers face considerable risk in introducing new products because of high failure rates. Given the proliferation of new products juxtaposed against finite shelf space, retail buyers are confronted with a choice problem. To enhance understanding of this issue, the authors examine the role of buyer–salesperson and firm–firm relationships using data collected in the context of Read More