Cooperation and Competition in Manufacturer–Key Retailer Relationships: a Business Model Perspective

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dc.contributor.authorWitek-Hajduk, Marzanna Katarzyna
dc.contributor.authorZaborek, Piotr
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2020-04-06T13:38:24Z
dc.date.available2020-04-06T13:38:24Z
dc.description.abstractThe study investigates relationships between manufacturers and their key retailers in the Polish durable consumer goods industry from the manufacturer’s perspective. The importance of this topic has been growing with such global phenomena in retailing as concentration and internationalization, the emergence of mega-retailers, the growth of private brands and the rise of the Internet. The balance of this factors has led to a shift in bargaining power towards retailers. On this backdrop, the goal of this study is to examine how a manufacturer’s dependence on the key retailer shapes this relationship in terms of its cooperative/competitive dimensions, scope and outcomes, and if the dominant business models of manufacturers are moderating the focal relationship. The three types of business models include: Traditionalists (unwilling to enter into long-term partnerships despite lacking unique assets), Market Players (the most flexible of the three in choosing their partners and deciding on the scope of cooperation due to their unique assets) and Contractors (the most dependent on their business partners due to their lack of well-developed marketing functions). Data for the study were collected through a representative CATI survey of 580 manufacturers and analyzed with PLS structural equation modeling. The findings indicate that high manufacturer dependence on the key retailer can have positive impacts on manufacturers by inducing greater benefits from cooperation. This effect is the most pronounced among Traditionalists and is the least visible in Market Players, with Contractors showing intermediate effects. Some likely reasons for these positive effects include know-how transfers, extension of the distribution network, manufacturing contracts for private labels and marketing support from the key retailer.en
dc.formattext
dc.identifier.doi10.15240/tul/001/2020-1-012
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/154708
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectmanufacturer-retailer cooperation and coopetitionen
dc.subjectmanufacturer-retailer relationshipsen
dc.subjectbusiness modelsen
dc.subjectdurable consumer goodsen
dc.subjectPolanden
dc.subject.classificationD22
dc.subject.classificationM10
dc.subject.classificationM21
dc.titleCooperation and Competition in Manufacturer–Key Retailer Relationships: a Business Model Perspectiveen
dc.typeArticleen
local.accessopen
local.citation.epage183
local.citation.spage167
local.facultyFaculty of Economics
local.filenameEM_1_2020_12
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue1
local.relation.volume23
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