Small business owners not always worried about being treated fairly, researcher finds

Fairness is not always the most important priority for small retailers. In an international study, 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. "It is presumed that fairness, however it is defined by individual businesses, is important to all businesses," one researcher said. "Our research challenges that presumption and reveals that the importance placed on fairness can vary greatly among retailers."

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