The Perceptions of Supplier-Buyer Relations and Its Affect on the Corporate Brand

The corporate brand is receiving increased attention as its wider relevance becomes more apparent in academic and practitioner circles. There are also multiple influences to the corporate brand, and one of these is the organisation–supplier relationship. The purpose of this study is to understand the effect of supplier relationships on a corporate brand using Woolworths (South Africa) and its supplier base as a case study. A qualitative study was followed, using in-depth interviews of thirty respondents selected on a convenience basis from both Woolworths and its suppliers. The data was content-analysed to develop themes, which were then drawn into appropriate conclusions. The results reveal that supplier views on ethical standards and candid relationships are relevant to the corporate brand; however this level of relevance is affected by the supplier’s level of strategic integration. Trust-driven relationships, through shared value systems centred on innovation, are also relevant when it comes to the corporate brand. However, a critical consideration is the level of consistency in relationships between the organisation and supplier. The article develops a conceptual framework for supporting supplier relationship strategy and the corporate brand, expanding the pillars of corporate personality, corporate strategy and corporate identity, to include issues related to the supplier–organisation relationship