Abstract
There was an air of artificial heresy about the paper published by Green and Nordstrom in 1974. They hailed the merits of being a “disloyal buyer” at a time when the world reality was one of oil and other raw material shortages, when the scales of market power were tipping inevitably towards the seller rather than the buyer. They argued that too often the loyal buyer is taken for granted by the supplier who is always more eager, led by his greed, to pursue the potential market at the expense of “good old Sam” whose longstanding custom is deliberately expoited. Green and Nordstrom therefore believe that greater opportunism will pay higher dividends to the buyer.
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