On the other hand, transaction costs arising from transmission costs the buyer about their specific requirements, a new seller. In our example, this information is stored in the medical card and its contents, expending some effort will have to present a new doctor. Accordingly, these costs can be avoided if you stay loyal to one dentist. The theory of transaction costs is also able to explain customer loyalty in the markets of B2B. In this case, buyers, organizations often a motive other building long-term partnership relations with suppliers. The quality and availability of certain goods and services procured business-oriented strategic role in the possibility of the company of their production problems.
Thus, there is a need for long-term, well-functioning interaction with the channel suppliers. At the same time, huge amounts that companies spend on procurement and procured a variety of categories of goods and services make it necessary for a differentiated approach to building relationships with suppliers. For this can be used matrix analysis, first proposed by a consultant with McKinsey P. Kralikom (Kraljik, 1983). This method is slightly adapted form, in particular, applies to policies of multinational oil companies supply Statoil (Norway). Over the past seven years the annual volume of purchases of the company, leading its operations in more than 20 countries around the world, never fell below a strip $ 2.5 billion. Procured goods and services classified according from its functional purpose of a 61-well category.
Procurement policies for each category is constructed on the basis of a relative: a) the operational risk associated with the quality and availability of goods and services (business risk), b) financial risks associated with loss or change of supplier of goods and services (financial exposure). Depending on the growth of two types of risk assumed a more complicated model of procurement (see Fig.). The most primitive of the model serves the organization tender for the supply (procurement inherent in medical equipment, packaging materials).