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Both parties should thus be committed to this partnership. It also states that close interaction should be developed with selected customers, suppliers and competitors. The word that should be stressed is “selected”. Not all individuals or groups wish to be collaborative and co-operative when undertaking business transactions. They would rather support a transactional approach than a relationship approach. Donaldson & O’Toole (2002:8) support this by stating that it is important to identify those partners with whom a relationship should be built and developed. They further state that not all suppliers, from a buyer perspective, nor all customers from a seller’s perspective, are worth investing heavily in relationship building...
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