A small manufacturer was once quoted as saying, "The best day and the worst day of my business life was the day we got a contract from Walmart." What type of vertical supply chain is the manufacturer entering? Why would the manufacturer say this?
What will be an ideal response?
A supply chain agreement with Walmart would be an administered vertical marketing system, which occurs when a dominant and powerful marketing channel member has control over the other members. Walmart holds the balance of power in relationships with its vendors.
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