Date Added: Sep 2009
Alliance and cooperation among resellers and suppliers is commonly accepted as an inexorable path of relationship evolution. Therefore trust resources are the determinants for relationship improvement as opposed to the old "Power-dependence" management approach. In this paper the author wants to explore the role and the effect caused by inter-organization communication on the relationship. The role of bilateral (or two-way) communication as opposed to one-way communication to elicit collaboration of the weak and vulnerable retailer and avoid disagreements is fundamental.