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Trade practices of retail chains as far as the transaction cost analysis in relationships manufacturer - retailer are concerned in the milk industry

Author

Listed:
  • Jaroslav KITA

    (Marketing Department, Trade Faculty, University of Economics, Bratislava, Slovak Republic)

  • Katarína MÁZIKOVÁ

    (Accounting and Audit Department, Faculty of Economic Informatics, University of Economics, Bratislava, Slovak Republic)

  • Marta GROSSMANOVÁ

    (Department of English language, Faculty of Applied Languages, University of Economics, Bratislava, Slovak Republic)

  • Pavol KITA

    (Marketing Department, Trade Faculty, University of Economics, Bratislava, Slovak Republic)

Abstract

The primary purpose of this article is to discuss the trade practices used by retail chains from the point of view of the possible solutions of conflicts between the members of the distribution channel, which have an influence on selling prices for the end users. It is based on the knowledge of the theory of the transaction cost analysis, which makes it possible for the members of the distribution channel to make decisions on the number of forms of the organization in order to realize their activities successfully. In this framework and using the example of milk, the article shows the trade practices of retail chains to improve the relationships manufacturer - retailer in the Slovak consumer market.

Suggested Citation

  • Jaroslav KITA & Katarína MÁZIKOVÁ & Marta GROSSMANOVÁ & Pavol KITA, 2012. "Trade practices of retail chains as far as the transaction cost analysis in relationships manufacturer - retailer are concerned in the milk industry," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 58(6), pages 264-274.
    • Handle: RePEc:caa:jnlage:v:58:y:2012:i:6:id:61-2011-agricecon
    DOI: 10.17221/61/2011-AGRICECON
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    References listed on IDEAS

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    1. Williamson, Oliver E, 1979. "Transaction-Cost Economics: The Governance of Contractural Relations," Journal of Law and Economics, University of Chicago Press, vol. 22(2), pages 233-261, October.
    2. Sanjib Bhuyan, 2005. "An empirical evaluation of factors determining vertical integration in U.S. food manufacturing industries," Agribusiness, John Wiley & Sons, Ltd., vol. 21(3), pages 429-445.
    3. Anderson, Erin, 1988. "Transaction costs as determinants of opportunism in integrated and independent sales forces," Journal of Economic Behavior & Organization, Elsevier, vol. 9(3), pages 247-264, April.
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