reciprocity
Definition:
The practice of buying from companies who are also your customers. Reciprocal trading can have a major limiting influence on the discretion of the industrial buyer to source effectively, since the buyer may be forced to buy from important customers who are not necessarily the most appropriate suppliers.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Stephen T. Parkinson], [1998].