Cooperative orientation is A. a systematic effort to reduce the cost or improve the performance of services or products, either purchased or produced. B. a supplier relation that views negotiations between buyer and seller as a zero-sum game: Whatever one side loses, the other side gains, and short-term advantages are prized over long-term commitments. C. a supplier relation in which the buyer and seller are partners, each helping the other as much as possible. D. a program that includes suppliers in the design phase of a service or product