Purpose – This paper aims to develop a framework helping managers to understand reactions, adopting the supplier perspective, and starting from the idea that the outcome of the degradation process is mainly determined by customers’ reactions. Inter-organisational relationships are sometimes...

Purpose – The purpose of this research is to examine why a buying firm in a marketing channel may retaliate against its supplier. The objective of this paper is thus to understand the individual and organizational variables that may prompt a buying company to retaliate against its supplier...