| dc.description.abstract | Close long-term business relationships are often developed when the involved parties can obtain an advantage, for example in the form of increased revenue or cost reduction.
In 2005 the Norwegian lifeboat manufacturer Norsafe received their first order for patrol boats to the Australian Customs. As the years went by, a by a close long-term relationship developed between the organisations.
The theory on relationships between buyer and seller in industrial markets says that these relationships can exist in many forms, and that the development of the relationships are dependent on factors such as the approach from the involved parties. Based on this the following problem statement has been formulated:
“How did the relationship between Norsafe and the Australian Customs develop, and why did it developed the way it has?”
To examine the relationship between Norsafe and the Australian Customs a qualitative research method has been applied to provide an answer to the problem statement, and the research has been conducted as a qualitative case study.
Through my employment at VIKING Norsafe I have access to relevant data, and I have colleagues who have been involved in the relationship since 2005.
The conclusion is that the relationship consist of three stages. The initial stage was characterized by a buyer who pursued a strategy similar to a command buying strategy, and at this stage the relationship had some similarities with a dependent relationship. At the second stage, the developmental stage, both buyer and supplier had a more cooperative approach, and the relationship developed towards a interdependent relationship and started to become institutionalized. At the third stage, the institutionalized stage, both parties have a clear view of what they expect from the counterparty, and the relationship has become institutionalized as complex adaptions have become routinized.
The drivers in this relationship appear to have been cooperation and willingness for customization, as well as mutual respect and trust. The supplier has gained trust by being cooperative and demonstrated their commitment to the relationship over time. | |