Vo l. 8(21), pp. 1029-1042, 14 No ve mb e r, 2014 DOI: 10.5897/ AJBM2013.7063 Artic le Numb e r: E7AB64348694 ISSN 1993-8233 Co pyrig ht © 2014 Autho r(s) re ta in the c o p yrig ht o f this a rtic le http :/ / www.a c a d e mic jo urna ls.o rg / AJBM African Journal of Business Management Full Length Research Paper Relationship analysis of B2B channels: A case study on channel relationships in Brazilian agribusiness companies Paulo Sérgio Miranda Mendonça, Luiz Gustavo Guerreiro Moreira, José Alberto de Camargo* and Omar El Faro FEARP, University of Sao Paulo, Av. Bandeirantes, 3900, Monte Alegre, ZIP 14040-905, Ribeirão Preto, Sao Paulo, Brazil. Received 10 May, 2013; Accepted 28 October, 2014 This paper examines through a case study the relationships of an agricultural input supplier company with its distribution channels in Brazil. In this paper concepts are presented related to the subject distribution channels and the dimensions of behaviour in relationship marketing. We present four models attempting to evaluate the stage of relationship marketing that two companies can have. The focus of this paper is to analyse the relationships between a supplier of agricultural inputs and its distribution channels that participate in relationships programmes with distributors offered by manufacturers. With this analysis, it was possible to verify whether the quality of the existing relationship is similar to the desired one regarding the relationships programme and whether it really achieves its goals. Key words: B2B relationships, marketing channels, distribution programmes, agricultural inputs. INTRODUCTION Studies on B2B relationships (business-to-business) often discuss theories of Transaction Cost Economics and Agency Theory (Coronado et al., 2010; Pérez, 2010). Relationship marketing has been portrayed as a polar condition, where transactional and relational exchanges are seen as opposite ends of a spectrum (Hingley, 2005). Researches on trade relationships are concentrated in two main parts, which are often even contradictory: the neoclassical and the behavioural economic. The neoclassical economic is focused on aspects of exchange such as profit margins, prices and market share. On the other hand, the behavioural involves non- economic elements such as trust, satisfaction and commitment (Gyau et al., 2011). Examples can be found in exchange being conceptualized in terms of relationships rather than transactions (Vargo and Lusch, *C o rre sp o nd ing a utho r. E-ma il: jo se a lc a m@ uo l.c o m.b r. Autho r a g re e tha t this a rtic le re ma in p e rma ne ntly o p e n a c c e ss und e r the te rms o f the Creative Commons Attrib utio n Lic e nse 4.0 Inte rna tio na l Lic e nse