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Agri-food supply chain relationships are becoming ever more important as a source of competitive advantage. Thus, aspects of transactional/relational exchanges, levels, content and timeliness of information communication, power, trust etc. becomes important discussions. This paper explores the role of information and communication in business relationships from the context of the tea industry. The critique adds to knowledge about exchange theory and shapes a research agenda relating to information communication in business relationships.

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The Role of Information and Communication in Marketing Channels in the Tea Industry

  • 章节

  • 发表日期：

    2025年

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  • Dulekha Kasturiratne,
  • Shaofeng Liu

摘要

Agri-food supply chain relationships are becoming ever more important as a source of competitive advantage. Thus, aspects of transactional/relational exchanges, levels, content and timeliness of information communication, power, trust etc. becomes important discussions. This paper explores the role of information and communication in business relationships from the context of the tea industry. The critique adds to knowledge about exchange theory and shapes a research agenda relating to information communication in business relationships.