This thesis studies the non-verbal communication such as the body language in the context of a trade show. The non-verbal communication is one of the primary conveyors of messages and trade shows are one of the major channels were firms attract new customers. However the combination of trade shows and non-verbal communication is overlooked. The method consists of interviews with visitors and observations of the booths and the visitors. The setting was chosen as the annual Hannover Messe were five booths of Swedish firms were studied. The result indicates that firms can further improve their body language. Suggested improvements involve to not having the sales representative work in the booth. This is remarked as a taboo by authors within the area; still this action commonly occurs.  The booth design plays a prominent role in the visitor interactions so does the staffing. The way to approach a visitor is not differing much between the booths in the study however there are three possible ways to physically approach visitors as a sales representative. The best way has not been established and the visitor interviews gave a mixed result regarding this matter. Although the best way is not found all observed booths missed out on dialogs with prospective customers much due to that full attention was not directed towards the visitors. The authors want to emphasis on the adaptation towards visitor as an important pawn in the exhibiting, some sales representatives automatically does this.

This study focuses on the Internet auction in the market of jade from Ming or Ch¡¦ing dynasty. Yahoo/Kimo auction, which is the biggest net auction site in Taiwan, has been selected as the research site in the project. Jade from Ming or Ch¡¦ing dynasty is the major goods in this research because of its distinguishable characteristics and reasonable price in the market. ¡§Case studies¡¨ have been chosen as the methodology of this research. Interviews with six jade sellers, trading records of consumers, and observation from the researcher have become methods of data collection. This study attempts to discover workable strategists for jade sellers in the Internet auction. The main research questions are: (1)Why do sellers choose Yahoo/Kimo auction as the site to sell jade of Ming or Ch¡¦ing dynasty¡H(2)How do sellers manipulate perception of consumers to influence their decision making¡H(3)How does rating and feedback work in marketing jade¡H(4)How to pricing¡HHow to satisfy different marketing segmentation¡H Three conclusions have been summarized as following: In Taiwan, Yahoo/Kimo auction site is a suitable site for jade trading because the site is user friendly, with huge size of pictures showing the characteristics of jade, with fast searching engine, low running cost, and highly security system. If a seller wants to run a stylish store, he/she is suggested to design the website by himself/herself. Generally speaking, most consumers in Internet auction are lack of understanding of jade. Therefore, enriching the description and pictures of goods and lowering the price become key points to influence consumers¡¦ decision making. Another fact found in the study is that the rating and feedback system is useful for convincing consumers at the beginning time; however, it plays less and less important role especially for consumers to make their final decisions. Selling with low-price is unable to reach the exceptional profits, but is considered as a way to clean out stocks. High-price jade is hardly to market through Internet auction because it needs a real site to sell it. ¡§Under the table¡¨ bargaining is commonly seen in Internet auction. In the future, the researcher suggests jade sellers in Internet to specialize jade items, to demonstrate in a theme or a style when marketing.

Abstract This paper studies the audience¡¦s motivation in watching ¡§shopping channels¡¨ in cable television (TV) program, the relationship between watching and shopping behaviors, and investigate factors influence motivation and behaviors. The subjects are cable TV audience. The method is by telephone to find audiences¡¦ response to the questionnaire. Through data collection and statistic analysis the results show that the major motivations for audiences to watch ¡§shopping channels¡¨ are ¡§needs to information¡¨, ¡§entertainments¡¨ and ¡§social activity¡¨. Among these three, ¡§ needs to information¡¨ has the most correspondent. For watching behavior¡¦s aspect, the frequency of receiving ¡§shopping channels¡¨ is low. There are only 4.1% of responding rate in ¡§often watch¡¨ and ¡§daily watch¡¨. The most frequent watching hour is between 19~23 o¡¦clock as the rest of the local people in receiving other programs. However, the watching time is within 30 minutes every time (89.8%). In respect of shopping behavior, there are 57.6% shares of respondent express they will ¡§compare with other stores¡¨ or ¡§to listen to other¡¦s opinion¡¨ before decisions of shopping. This category belongs to reasonable type of shoppers. For shopping frequency, there are about 70% respondents express ¡§never buy¡¨, and around 30% expresses having shopping experiences in cable TV ¡§shopping channel¡¨. Concerning the shopping products, there are mainly 6 categories in sequential. The kitchen utensils share the most (32.4%), followed by ¡§cleaning products¡¨, ¡§fitness products¡¨, ¡§weight lost, weight control or on diet products¡¨, ¡§cosmetics¡¦, and ¡§electronic products¡¨. The study also finds personal traits will influence the audiences¡¦ ¡§watching motivation¡¨ ¡§watching behavior¡¨ and ¡§shopping behavior¡¨. For educational background consideration, the study shows respondents with higher educational level have less watching time and shopping frequencies in ¡§shopping channel¡¨. Hence, this is not the major consuming group for ¡§shopping channel¡¨, in stead they tends to be looking for ¡§entertainments¡¨ purposes. For junior high school level of education have highest shopping frequency (47.5%). Hence ¡§needs to information¡¨ has most of the watching motivation (63.9%). In behaviors wise, students have the least watching frequency and time, belongs to the group of ¡§ listen to other¡¦s opinion, then make decisions¡¨ category. Housewives are the major consuming group for ¡§shopping channel¡¨. The research also finds the ¡§watch time¡¨ will influence the ¡§shopping motivation¡¨. The longer the watching hour is, the stronger the shopping motivation. Shoppers being ¡¨reasonable¡¦ has less watching hour. This means the ¡§watching frequency¡¨ and ¡§watching time¡¨ have positive relationship to shopping behaviors. ¡§Shopping channel¡¨ is one the most popular channels in USA. It is also developing in promising direction with market potential in Mainland China. In Taiwan, as individual system develops, there are many more ¡§shopping channels¡¨ available. This reflects the competing situation. However, while the writer looks for broad casting, or management institutions, there has no study at all focusing on this type of channel yet. This research takes initials of ¡§quantitize¡¨ consideration to provide some contributions in mediating behavior for audiences, system operators, and channel operators.

In Paper [I], we theoretically assess green public procurement (GPP) as an environmental policy instrument and its ability to lead to the achievement of environmental objectives. Central to our analysis is the extent to which polluting firms choose to adapt to the public sector's environmental requirements and to invest in greener technologies. Our main finding is that the potential of GPP to function as an objective-effective instrument of environmental policy is limited and can actually be counterproductive. From an environmental policy point of view, it is crucial that GPP aims for environmental standards beyond just the technology of the polluting firms and that it is designed with reference to defined environmental objectives. In Paper [II], we use data on Swedish public procurement auctions for internal regular cleaning service contracts to provide novel empirical evidence regarding GPP and its effect on the potential suppliers' decision to submit a bid and their probability of being qualified for supplier selection. We find only a weak effect on supplier behavior, and this suggests that GPP, as used in practice, does not live up to its political expectations. However, several environmental criteria appear to be associated with increased complexity, as indicated by the reduced probability of a bid being qualified in the post-qualification process. As such, GPP appears to have limited or no potential to function as an environmental policy instrument. In Paper [III], I examine how GPP is organized in Sweden and how the potential suppliers respond to varying buyer market shares using data on Swedish public procurement auctions for internal regular cleaning service contracts. The level of GPP stringency is found to vary systematically across authority types, buyer market share, and political coalition in the relevant council or in Parliament. The results also indicate quite a substantial dispersion in GPP stringency, suggesting a low degree of coordination among contracting authorities when implementing the policy. After controlling for GPP stringency and other covariates, increased buyer market share is associated with a significant increase in the probability of potential suppliers submitting a bid. The European Commission encourages public authorities to split procurement contracts into multiple contracts in order to increase the competiveness of small and medium sized enterprises (SMEs). In Paper [IV], I use data from Swedish public procurement auctions for internal regular cleaning service contracts to study the effect of contract size and number of contracts on SME participation and probability of winning. The results indicate that SME participation is negatively related to both contract size and the number of contracts in the procurement. A possible interpretation is that reduced contract size in order to stimulate SME participation is counteracted by reduced incentives for them to enter into procurements with multiple contracts. Medium-sized firms are also more successful when bidding for smaller contracts relative to large firms. Nevertheless, the results indicate that the award rate for SMEs is positively correlated with the number of contracts in the procurement. / Green Public Procurement: An Efficient Environmental Policy Tool?

This thesis addresses the challenges that firms are faced with when collaborating with suppliers in new product development (NPD) projects under technological uncertainty. A critical observation that is made in this context is that technologies are evolving faster, making products more complex. At the same time, firms become more specialized. Due to increased complexity and specialization, firms do not possess all the necessary technologies in-house and therefore need to collaborate with external organisations to incorporate new technology into their products. Common collaborators are suppliers who become integrated into the buying firm’s NPD project. However, finding suppliers and collaborating with suppliers in NPD can be problematic. In addition, external collaborations also impact the buying firm internally, since it often needs to coordinate its departments. The purpose of this thesis is to explore supplier involvement in NPD under technological uncertainty. Challenges in supplier selection are concerned with the issues of involving new suppliers or relying on old acquaintances, managing uncertainties, the dilemma of whether to commit to long-term relationships or to maintain flexibility, and deciding on which department that is responsible for evaluating and selecting the supplier. The present study of buyers and suppliers in NPD, shows the challenges that are involved in balancing control, reaching goal alignment, and managing transactional and relational governance. Internal challenges investigate the coordination between the R&D department and purchasing in NPD projects where suppliers are involved. The present findings may be of value for firms who engage in collaborative NPD, or for firms who aim to involve suppliers in their development of new products.

Tyrimo objektas-– pirkėjų skolų valdymas smulkaus verslo įmonėje. Tyrimo tikslas – atlikus pirkėjų skolų valdymo tiriamoje įmonėje analizę, sudaryti pirkėjų skolų valdymo modelį ir jį praktiškai pritaikyti. Uždaviniai : 1. Atlikti pirkėjų skolų valdymo UAB „Raimeda“ analizę ir identifikuoti pirkėjų skolų valdymo problemas. 2. Išanalizavus ir apibendrinus ankstesnius mokslinius tyrimus, sudaryti pirkėjų skolų valdymo modelį. 3. Sudarytą pirkėjų skolų valdymo modelį pritaikyti tiriamoje įmonėje“. Tyrimo metodai. Šio darbo rašymo metu buvo naudojami analizės ir sintezės, santykinių rodiklių skaičiavimo, palyginimo, finansinių rodiklių horizontalios bei vertikalios analizės metodai. Taip pat buvo naudojamasi prekinio kreditavimo valdymo klausimais užsienio bei lietuvių autorių parengtais straipsniais, informaciniais leidiniais bei internetinėse svetainėse surasta informacija. Tyrimo rezultatai • pirmojoje darbo dalyje išnagrinėta tiriamos įmonės finansinė padėtis bei pirkėjų skolų valdymo problemos. • antrojoje darbo dalyje išanalizuoti ir apibendrinti moksliniai tyrimai bei sudarytas pirkėjų skolų valdymo modelis. • trečiojoje darbo dalyje pasiūlytas pirkėjų skolų valdymo modelis testuotas tiriamos įmonės sąlygomis. Sukurtas pirkėjų skolų valdymo modelis detaliai nurodė pirkėjų patikimumo, jų reitingavimo bei prekinio kreditavimo sąlygų nustatymo kriterijus, pradelstų skolų išieškojimo metodus. / Research object - buyers' debt management in small business company. Research aim - to analyze buyers' debt management problems of target company, to create buyers' debt management model and test it in this company. Objectives : 1. to analyze methods of buyers' debt management in JCS "Raimeda" and identify the buyers' debt management problems in this company; 2. to create buyers' debt management model; 3. to implement the created buyers' debt management model in the target company. Research methods: analysis and synthesis, relative ratio calculations, comparison, horizontal and vertical analysis. Research results: • The company's financial position and buyers' debt management problems are analyzed in the first part of the work. • The second part, after analyzing and summarizing the previous research, presents the buyers' debt management model. • The third part presents results of the proposed buyers' debt management model implementation and testing in the target company. The buyers' debt management model shows detailed buyers' reliability, their rating and credit terms criteria, overdue debt recovery practices for small businesses company.

A thorough investigation of legislation involved in the land reform programme was conducted. This includes the Constitution of South Africa, as well as the legal frameworks that manage the land reform process. Many of the unintended results are because of misunderstandings. This study sought to clarify those misunderstandings and confusing language. The South African land reform process was excellently planned. The process is managed in three phases, namely land restitution, land redistribution and land tenure. There are some successes and failures due to the way those programmes were implemented. In order to implement and manage the land reform programmes and spatial planning on national, provincial and district level, the following plans were introduced: National Level: Pro-active Land Acquisition Strategy (PLAS) & Area-based Planning Provincial Level: Limpopo Growth and Development Strategy (LGDS) District Level: Mopani Integrated Development Plan Local Level: Greater Tzaneen Municipality Integrated Development Plan & Spatial Development Framework The study area, the Tzaneen Local Municipality, was chosen because it is home to some of the first land reform projects in South Africa, it is the district with some of the highest intensity of land claims and it offers a complete menu of land reform programmes in an advanced state on a small area. The impact that land reform has had on the spatial development in the Tzaneen Local Municipality has been studied in more detail. As the study progressed, it was realised that the impact not only stops at spatial development. The influence was much bigger than that. The local economy was affected, as were job opportunities, tourism, food security, the retail industry and even the mining industry. Such an impact is also not restricted to the Tzaneen Local Municipality. In order to control the land reform process, the government should involve the private sector in the land reform process. The moment this happens, the skills and experience locked in the private sector are transferred to the government for the benefit of all people involved in and influenced by the land reform process. An Integrated Land Reform Action Forum (ILRAF) must be established that manages the land reform process on national, provincial and local level. This ILRAF has to fulfil much the same purpose as the former Joint Monitoring Committees (JMCs) accomplished. The ILRAF must consist of all role-players within the land reform process. These include, national, provincial and local government officials, commercial farmers, key role-players from the private sector, farm worker representatives, Agri-SA, professionals such as town and regional planners and transfer attorneys, farmers? associations, commercial banks and the media to ensure transparency. In order to correct past mistakes and to ensure that the next five years of the land reform process goes off without a hitch, it is important to involve all role-players and ensure transparency throughout all decision-making processes. Key Terms: Land Reform; Agri-village; Area Based Planning; Land Restitution; Land Redistribution; Land Tenure Reform; Greater Tzaneen Municipality; Willing buyer-willing seller; Spatial Development Framework; Integrated Development Plan. / Thesis (M.Art. et Scien. (Town and Regional Planning))--North-West University, Potchefstroom Campus, 2010.

A thorough investigation of legislation involved in the land reform programme was conducted. This includes the Constitution of South Africa, as well as the legal frameworks that manage the land reform process. Many of the unintended results are because of misunderstandings. This study sought to clarify those misunderstandings and confusing language. The South African land reform process was excellently planned. The process is managed in three phases, namely land restitution, land redistribution and land tenure. There are some successes and failures due to the way those programmes were implemented. In order to implement and manage the land reform programmes and spatial planning on national, provincial and district level, the following plans were introduced: National Level: Pro-active Land Acquisition Strategy (PLAS) & Area-based Planning Provincial Level: Limpopo Growth and Development Strategy (LGDS) District Level: Mopani Integrated Development Plan Local Level: Greater Tzaneen Municipality Integrated Development Plan & Spatial Development Framework The study area, the Tzaneen Local Municipality, was chosen because it is home to some of the first land reform projects in South Africa, it is the district with some of the highest intensity of land claims and it offers a complete menu of land reform programmes in an advanced state on a small area. The impact that land reform has had on the spatial development in the Tzaneen Local Municipality has been studied in more detail. As the study progressed, it was realised that the impact not only stops at spatial development. The influence was much bigger than that. The local economy was affected, as were job opportunities, tourism, food security, the retail industry and even the mining industry. Such an impact is also not restricted to the Tzaneen Local Municipality. In order to control the land reform process, the government should involve the private sector in the land reform process. The moment this happens, the skills and experience locked in the private sector are transferred to the government for the benefit of all people involved in and influenced by the land reform process. An Integrated Land Reform Action Forum (ILRAF) must be established that manages the land reform process on national, provincial and local level. This ILRAF has to fulfil much the same purpose as the former Joint Monitoring Committees (JMCs) accomplished. The ILRAF must consist of all role-players within the land reform process. These include, national, provincial and local government officials, commercial farmers, key role-players from the private sector, farm worker representatives, Agri-SA, professionals such as town and regional planners and transfer attorneys, farmers? associations, commercial banks and the media to ensure transparency. In order to correct past mistakes and to ensure that the next five years of the land reform process goes off without a hitch, it is important to involve all role-players and ensure transparency throughout all decision-making processes. Key Terms: Land Reform; Agri-village; Area Based Planning; Land Restitution; Land Redistribution; Land Tenure Reform; Greater Tzaneen Municipality; Willing buyer-willing seller; Spatial Development Framework; Integrated Development Plan. / Thesis (M.Art. et Scien. (Town and Regional Planning))--North-West University, Potchefstroom Campus, 2010.

This thesis represents an attempt to explore critical issues in the national military literature and bring up findings for further studies by exploring military innovation,smart management of defense R&amp / D, critical and dual-use technologies concepts in detail. The study has two main components. The first part provides a conceptual and theoretical framework to discuss and understand military innovation, critical technology and dual-use technology. A military that fails to innovate when their contemporaries are innovating is destined to face its dire consequences. So the quest for change within military organizations is a rational and hopefully encouraged behavior. In this thesis the modes of innovation are at the center stage. However, the main intention focus is on technological innovation. As certain technologies are at the core of decisive military innovation, the initial step in innovation is normally to procure the new technology. A country that must purchase technology from abroad is arguably less likely to wield it as effectively as the country that is capable of inventing or manufacturing it, as the latter is usually better equipped to exploit and further refine technology. In order to insure the flow of technological innovations, a sound technology investment strategy must be formulated. A strategy built on a foundation of three integrated building blocks (optimal in-house R&amp / D, expanded collaborative efforts, and smart outsourcing) will enable the military to be an effective smart buyer and smart provider. The thesis proceeds with a brief discussion of critical technologies, specifically the ones that are critical for military and national importance, in order to provide guidance for identifying which technologies harbor the greatest payoff potential. Closely related to this discussion is the question of national economic growth based on technological developments in particular the development of technologies with potential for use in either the civilian or military sectors, and promotion of partnerships among actors / military, industry, academia. Such technologies are referred as dual-use technologies. The dual-use relationships among actors are spin-off, spin-on, venture capital model, and military support/pull model. The second part of the thesis develops a kind of empirical case study analysis based on a rotary-wing upgrade project about the importance of upgrade and system integration technology as a core capability. The last chapter concludes the thesis with the discussion of findings.

Submitted by Priscila Miguel (plsmiguel@gmail.com) on 2012-03-29T17:17:17Z No. of bitstreams: 1 Tese Priscila versão final.pdf: 2954945 bytes, checksum: d6e1ee7941cd855192c9ebbc2b7bba3c (MD5) / Approved for entry into archive by Gisele Isaura Hannickel (gisele.hannickel@fgv.br) on 2012-03-29T17:21:27Z (GMT) No. of bitstreams: 1 Tese Priscila versão final.pdf: 2954945 bytes, checksum: d6e1ee7941cd855192c9ebbc2b7bba3c (MD5) / Made available in DSpace on 2012-03-29T17:22:50Z (GMT). No. of bitstreams: 1 Tese Priscila versão final.pdf: 2954945 bytes, checksum: d6e1ee7941cd855192c9ebbc2b7bba3c (MD5) Previous issue date: 2012-02-29 / This research aimed to study how value is created in a buyer-supplier relationship, investigating how governance mechanisms impact value creation, how this phenomenon occurs over time and testing if the model derived from the notion of economic value creation (BRANDENBURGER; STUART, 1996) can be used to measure value creation in dyads. We also tested the impact of the relational sources of competitive advantage (DYER; SINGH, 1998) on the value creation for the organizations involved. By integrating the literature on relationships in the Operations and Supply Chain field with the debate on value creation and competitive advantage in the areas of Strategy and Marketing, an integrative model to assess value creation in relationships and their development over time was proposed, based on three important theories: Transaction Cost Theory, Relational View and Theory of Social Exchange. A deductive qualitative research (BARRAT; CHOI, 2011), with 28 executives responsible for the relationship in both suppliers and buyers’ companies, was performed in two industries: Food & Beverages and Personal Care. The results shown that, in these industries, suppliers are more supportive to collaboration that the buyers, but this commitment does not guarantee exclusivity or increased volumes. Relational governance mechanisms are more common in situations involving risks to companies and when there is size or power asymmetry. The qualitative research provided evidences that the model of economic value creation of Brandenburger and Stuart (1996) can be used to assess the value created in relationships, by considering the difference between willingness to pay of the buyer company and the opportunity cost of the supplier. Additionally, the results suggest that companies should assess the gains of the relationships in the long term, as gains are created in different time for buyers and suppliers. Finally, the qualitative stage identified three distinct types of value creation in dyads: situational or episodic, incremental and relational. At the same time, based on a survey with 76 suppliers, a model to evaluate the effect of the four sources of relational advantage on value creation was tested. The measurement models analysis suggested that the constructs of mechanisms of relational governance and resources complementarity resources should be grouped into a latent variable representing the intraorganizational fit (CHEUG; MYERS, Mentzer, 2010; Saxton, 1997). The measurement model for value creation, represented by five dimensions ( relationship benefits, benefits for the supplier, benefits for buyer, switching costs for the buyer company and opportunity costs for the supplier) had good fit and can be used in future research. Using the validated models and multiple linear regression, the causal relationships between the sources of the relational advantage and value creation were tested. The results provided evidence that different sources of relational advantage have different impact on different aspects of the value created. While inter-organizational fit has positive impact on both supplier and buyer benefits, knowledge sharing has a positive effect on the relationship benefit to the relationship. The asset specificity impact the opportunity cost to the supplier, while the switching cost of for the buyer is not affected by these mechanisms in this situation. A cluster analysis was performed and two distinct groups among the respondents were identified: relational dyads and non relational dyads. There are evidences that the first cluster has better performance than the second group. / A presente investigação teve como objetivo responder a questão de como ocorre a criação de valor em uma díade, investigando como os mecanismos de governança atuam sobre o valor criado, como esse fenômeno ocorre ao longo do tempo e testando a aplicabilidade do modelo derivado da noção de valor econômico (BRANDENBURGER; STUART, 1996) para medir o valor criado em díades. Também foram testados os impactos das fontes de vantagem relacional segundo a perspectiva da visão relacional sobre o valor criado para as organizações envolvidas. Ao integrar a literatura sobre relacionamentos do campo de Operações e Cadeias de Suprimentos com o debate sobre criação de valor e vantagem competitiva nas áreas de Estratégia e Marketing, a pesquisa propôs um modelo integrativo para se avaliar a criação de valor em relacionamentos e seu desenvolvimento ao longo do tempo. As principais correntes teóricas usadas foram a Teoria de Custo de Transação, a Visão Relacional da estratégia e Teoria das Transações Sociais. A pesquisa empírica qualitativa, tomando um caráter dedutivo (BARRATT; CHOI, 2011), com entrevistas com 28 gestores responsáveis pelos relacionamentos em díades dos setores de Alimentos e Bebidas (A&B) e Higiene Pessoal, Perfumaria e Cosméticos (HPPEC), tanto em empresas compradoras como fornecedoras, forneceu evidências de que, nos segmentos investigados, os fornecedores adotam um comportamento mais propenso a colaboração do que as empresas compradoras, mas que esse comprometimento não é garantia de exclusividade ou aumento de participação na relação e que mecanismos de governança relacional são mais comuns em situações que envolvem riscos para as empresas compradoras e quando há assimetria de tamanho e poder entre as partes. As entrevistas forneceram evidências que o modelo de valor econômico de Brandenburger e Stuart (1996) pode ser usado para avaliar o valor criado nos relacionamentos, considerando-se a diferença entre disposição a pagar da empresa compradora e o custo de oportunidade do fornecedor. Adicionalmente, os resultados sugerem que a avaliação dos ganhos em relacionamentos deve ser feita longitudinalmente, visto que há alternância de ganhos entre as partes. Por fim, a etapa qualitativa permitiu identificar três tipos distintos de criação de valor em díades: valor situacional, incremental e relacional. Em paralelo, foi testado um modelo para avaliar a influência das quatro fontes de vantagem relacional no valor criado para empresas compradoras e fornecedores, com base em 76 respostas de empresas fornecedoras. A análise dos modelos de mensuração sugere que os construtos de mecanismos de governança relacional e complementaridade de recursos podem ser agrupados em uma variável latente representando o alinhamento intraorganizacional - fit (CHEUG; MYERS; MENTZER, 2010; SAXTON, 1997). O modelo de mensuração para valor criado, representado por cinco dimensões de primeira ordem, denominadas benefícios para a relação, benefícios para o fornecedor, benefícios para o comprador, custos de troca para a empresa compradora e custos de oportunidade para o fornecedor se mostrou adequado e com bons ajustes. A partir dos modelos validados, as relações causais entre os recursos relacionais e as várias formas de operacionalizar valor foram testadas, utilizando-se regressão linear múltipla. Os resultados forneceram indícios de que diferentes fontes da vantagem relacional têm impacto sobre distintos aspectos do valor criado. Enquanto o alinhamento interorganizacional explica a variação de benefícios para o fornecedor e para o comprador, é o compartilhamento de conhecimento que influencia o benefício para a relação. A especificidade de ativos tem impacto no custo de oportunidade para o fornecedor, enquanto o custo de troca para o comprador não é afetado por esses mecanismos nessa situação. A análise de agrupamentos permitiu ainda constatar a existência de dois grupos distintos entre os respondentes: díades relacionais e díades não relacionais, sendo que o primeiro apresenta desempenho significativamente diferente do outro.