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Выбор бизнес-партнеров в российской розничной торговле: роль социальной укорененности

The paper concerns the problem of business partner selection in supply chains in the contemporary Russian market. Using the structural approach in the new economic sociology, I examine the role of social ties in the search for business partners and entering into contracts with them. Based on standardized interviews of 500 retailers and suppliers carried out in 2007 and 2010, I demonstrate the social embeddedness of business partner selection. When entering into an agreement, market actors focus not only on profitability but also on successful experience of cooperation with a business partner, its popularity and reliability, as well as the presence of acquaintances among its employees. The majority of market actors combine arm’s length ties and embedded ties when setting up agreements with business partners. But the criteria of business partners selection are not universal: some of them are more relevant for retailers, whereas others are more suitable for suppliers