Explain why a customer might be willing to work more cooperatively with a small number of suppliers

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Explain why a customer might be willing to work more cooperatively with a small number of suppliers rather than pitting suppliers in a competition against each other. Give an example that illustrates your points.
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Essentials of Marketing

ISBN: 978-0078028885

13th edition

Authors: William D. Perreault, Joseph P. Cannon

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