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Market orientation of retail brands in the grocery chain: the role of supplier relationships
Authors:Ulf Elg  Heli Paavola
Affiliation:1. Department of Business Administration , School of Economics and Management, Lund University , Sweden ulf.elg@fek.lu.se;3. School of Economics and Business Administration at University of Tampere, Research and Education Centre Synergos , Finland
Abstract:The role of retail brands has grown gradually and today they are regarded as one of the key strategic factors in the positioning of retail firms. However, developing retail brands that are competitive in terms of price and quality as well as in offering unique and specific values to consumers requires long-term, mutually beneficial retailer–supplier relationships that involve information exchange and a combination of the parties' core competencies and resources. This study investigates inter-firm activities in developing market-oriented retail brands in the grocery chain in four European countries. The aim is to identify critical factors that influence the role of these activities. Factors related to the internal organization, the nature of the supplier relationships and the market structure are discussed.
Keywords:market orientation  retailing  supplier relationships  retail brands  grocery chain
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