Building Commitment in Supplier–Retailer Relationship in Developing Economies: The Case of Tanzania

Abstract

This article investigates the establishment of commitment in developing economies between suppliers and retailers. Previous studies in supplier–retailer commitment relationship used data only from one side. Furthermore, knowledge of institutions governing relational exchanges was limited. Network relationship theory and cross-case analysis of sixteen cases that comprised retailers and suppliers were used. The study shows that affective and behavioural commitments are important in understanding the level of relationship between retailers and suppliers in Tanzania. Implications of the study and areas for further research were provided.