The marketing and purchasing of technology : An examination of high technology sellers and low technology buyers.
This thesis examines the marketing and purchasing of
technological products and services between industrialized
countries and developing countries. It is an area worth
investigating following its growing importance in recent
years in world trade. This is reflected through the
massive volumes of technological products and services
transferred from Western industrialized countries, in particular,
to developing countries, with a high proportion
going to the oil-producing ones. It is also reflected
through long-term contractual arrangements between suppliers
and buyers. In spite of being highly anp thoroughly
negotiated, these deals appear to have run into difficulties
during the delivery or implementation of the contract,
causing delays, extra costs, losses and hardships to
suppliers and buyers alike.
This research constitutes an attempt to analyse the
sources of the level of success achieved by both parties
during the implementation of these deals, in the hope of
shedding some light on this relatively unknown and complex
area. Suppliers and buyers are seen as two equally active
partners in the relationship following the theory put
forward by the Interaction Approach.
Emphasis is put on the importance of conflict and
cooperation between the two parties and their relationship with the level of success achieved. In turn, conflict
and cooperation are hypothesized as being closely associated
with the level of commitment of the parties, their
relative power positions, their level of adaptation and,
finally, the importance of the distance which exists
between them. Nineteen suppliers from UK, USA and France a
seventeen buyers from Algeria were used to test these
The results give evidence of the high complexity of
the relationships which are established between suppliers
and buyers. Limited support is found forthe hypotheses
put forward which are thus not fully validated. Further
research may be necessary to highlight some of the processes.
Nonetheless, cultural and technological factors
appear to play an important role in the level of success
achieved by both parties. One of the central issues
appears to be for each party to be fully aware of the
perceptions and requirements of the partner.