Does adaptation pay off?

Adaptation has been taken as self-evident in earlier research. However, adaptation is vital between a buyer and seller in order to make the relationship more productive. The purpose of this paper is to analyse a win–win situation for both the supplier and the buyer. In such a situation the suppliers' adaptation results in an improved quality of produced products, consequently leading to a stronger position on the market. This paper describes a unique form of adaptation, which is both joint and individual among a group of suppliers.