Abstract

This study constitutes an appraisal of the theory relating to Relationship Marketing (RM) and its application to vertical channel, business-to-business relationships. Specific reference is made to the fresh produce (fruit, vegetables and salads) sector of the agri-food industry. The study endeavours to fill a knowledge gap with respect to relationships in business-to-business vertical supply channels. Investigated are the relationships between UK based fresh produce organisations and their principal customers, the leading UK food multiple retailers. In investigating the circumstances and attitudes of stakeholders to relationship issues and by identifying the evolution of relationships, conclusions are drawn which contribute to the relationship-marketing debate. Specific outcomes are determined with regard to issues of trust and mutuality and the nature of power-dependent relationships.