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A Framework of Retailer-Manufacturer Cooperation and Coopetition: Consumer Durable Goods Retailers’ Case Studies

Author

Listed:
  • Marzanna Katarzyna Witek-Hajduk

    (Warsaw School of Economics, Collegium of World Economy, Poland)

  • Anna Napiórkowska

    (Warsaw School of Economics, Collegium of World Economy, Poland)

Abstract

Objective: The purpose of this paper is to develop a framework of cooperation and coopetition between retailers and key manufacturers from a perspective of retailers offering consumer durables. Research Design & Methods: In order to answer the research questions semistructured, in-depth and face-to-face interviews with managers of six SMEs or large retailers operating in Poland and offering consumer durables were carried out. Findings: The empirical studies confirm both cooperation and coopetition between retailers and manufacturers – suppliers of consumer durables depending on, among others, the category of consumer goods and the balance of power between retailers and manufacturers. The scope of cooperation is not too wide, and concerns only some of the value chain processes indicated in the literature. Implications & Recommendations: Conducted studies are exploratory and need to be deepen with the use of quantitative research that will help determine the impact of the balance of power between manufacturers and retailers and the strength of retailer-manufacturer relations on the range / areas and financial and non-financial performance of this cooperation. Contribution & Value Added: The originality of this work lies in studying some aspects of retailers’ relations with their key suppliers operating in consumer durables market.

Suggested Citation

  • Marzanna Katarzyna Witek-Hajduk & Anna Napiórkowska, 2017. "A Framework of Retailer-Manufacturer Cooperation and Coopetition: Consumer Durable Goods Retailers’ Case Studies," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 5(1), pages 59-76.
  • Handle: RePEc:krk:eberjl:v:5:y:2017:i:1:p:59-76
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    retailer-manufacturer relationships; cooperation; coopetition; consumer durables;
    All these keywords.

    JEL classification:

    • L19 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Other
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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