COLUMBIA, Mo. – Fairness is not always the most important priority for small retailers. In an international study, University of Missouri researchers found that some small retailers are less concerned about whether they are treated fairly by business suppliers than other factors, such as cash flow and company survival.
Lisa Scheer, the Emma S. Distinguished Professor of Marketing in the MU Trulaske College of Business, notes that what retailers consider to be fair business practices differ greatly across cultures and situations.