Are transactional and relational exchange appropriate for practice: a french retailer's case study

This paper intends to highlight the main characteristics of the exchange relationships between mass merchandisers and suppliers. It seems that the nature of the relationships depends on the nature of suppliers. Our examination reveals that four types of relationships can be distinguished. In order to take into account these four types, we suggest the notion of substantive exchange when the relationship is focused mostly on the results and the notion of procedural exchange when the procedures of the relationship are supposed to be essential.