HCBE Faculty Articles
Title
The Perceptions of Supplier-Buyer Relations and Its Affect on the Corporate Brand
Document Type
Article
Publication Date
1-2016
Publication Title
Journal of Brand Management
ISSN or ISBN
1479-1803
Volume
23
Issue/Number
1
First Page
22
Last Page
37
Abstract/Excerpt
The corporate brand is receiving increased attention as its wider relevance becomes more apparent in academic and practitioner circles. There are also multiple influences to the corporate brand, and one of these is the organisation–supplier relationship. The purpose of this study is to understand the effect of supplier relationships on a corporate brand using Woolworths (South Africa) and its supplier base as a case study. A qualitative study was followed, using in-depth interviews of thirty respondents selected on a convenience basis from both Woolworths and its suppliers. The data was content-analysed to develop themes, which were then drawn into appropriate conclusions. The results reveal that supplier views on ethical standards and candid relationships are relevant to the corporate brand; however this level of relevance is affected by the supplier’s level of strategic integration. Trust-driven relationships, through shared value systems centred on innovation, are also relevant when it comes to the corporate brand. However, a critical consideration is the level of consistency in relationships between the organisation and supplier. The article develops a conceptual framework for supporting supplier relationship strategy and the corporate brand, expanding the pillars of corporate personality, corporate strategy and corporate identity, to include issues related to the supplier–organisation relationship.
DOI
10.1057/bm.2015.46
NSUWorks Citation
Flax, Jeremy; Bick, Geoff; and Abratt, Russell, "The Perceptions of Supplier-Buyer Relations and Its Affect on the Corporate Brand" (2016). HCBE Faculty Articles. 901.
https://nsuworks.nova.edu/hcbe_facarticles/901
