Manufacturer – retailer relationships. The context of business models

The issue of manufacturer - retailer relationships has been discussed since the end of the 70s of the previous century. (....) In the literature devoted to inter-organisational relations, horizontal relationships have been predominantly studied while only some publications discussed vertical relations, focusing on the relations between manufacturers and suppliers, not buyers . The current status of knowledge on manufacturer - retailer relations should, therefore, be considered as rudimentary. (...) Relations between manufacturers and retailers can be also considered in the context of business models' changes and transformation of both retailers and manufacturers roles in the value chain. (...) Being aware of the incompleteness of knowledge on the manufacturer - retailer relationships on the market of durable consumer goods, a team of researchers under the guidance of Marzanna K. Witek-Hajduk made an attempt to fill in this gap in the scope of both concept and research. (...) The study is aimed at developing knowledge on manufacturer - retailer relationships in the context of business models and in conditions of IT technologies' de­velopment. (...) The book is consistent with the stream of the discussion conducted by scientists and managers worldwide regarding the possibility to establish a competitive advantage of both manufacturers and retailers with a consideration of the variety of relations between the parties.

Marzanna Katarzyna Witek-Hajduk Introduction Joanna Cygler Chapter 1. Inter-organizational relations - an outline of theoretical concepts Introduction 1.1. Relations in theoretical concepts 1.2. Prerequisites for establishing inter-organisational relations 1.3. Types of the inter-organisational relations 1.4. Types of relationships - the impact of competition and cooperation 1.5. Bilateral and multilateral inter-organisational relations 1.6. Strong and weak inter-organisational relations 1.7. Diversity of relationships due to the characteristics of the parties Summary Marzanna Katarzyna Witek-Hajduk Chapter 2. Manufacturer - retailer relationships Introduction 2.1. Characteristics of the parties to a manufacturer - retailer relationship Retailers as a party to relationships with manufacturers 2.2. Manufacturers' business models vs. retailers' business models 2.3. Manufacturer - retailer relationships as a type of inter-organisational relations 2.4. Manufacturer - retailer relationships as an element of the strategy of the parties to the relation 2.5. Typology and characteristics of manufacturer - retailer relationships 2.6. Manufacturer - retailer competition 2.7. Manufacturer - retailer cooperation 2.8. Manufacturer - retailer coopetition 2.9. Manufacturer - retailer cooperation and coopetition versus manufacturer brand - retailer brand alliances 2.10. The scope of the manufacturer - retailer cooperation and coopetition 2.10.1. Cooperation in the promotional activities 2.10.2. Manufacturer - retailer cooperation in manufacturing products exclusively for the retailer or under retailer's own brands 2.10.3. Manufacturer - retailer cooperation/coopetition in planning and satisfying customers' needs, including the category management 2.10.4. Manufacturer - retailer cooperation in the CSR and sustainable development 2.11. Manufacturer - retailer coexistence Summary Andrzej Sznajder Chapter 3. Determinants of manufacturer - retailer relationships Introduction 3.1. Changes in customers' market behaviours as a determinant of changes in distribution systems - digital consumers 3.2. Legal conditions influencing the retail trade development 3.3. Changes in distribution channels as a result of the Internet and mobile technologies development 3.4. Multi-channel marketing concept Summary Marzanna Katarzyna Witek-Hajduk, Tomasz Napiórkowski, Joanna Cygler, Andrzej Sznajder Chapter 4. Manufacturer - retailer relationships in the Polish durable consumer goods: market - the perspective of retailers and manufacturers Introduction 4.1. Manufacturer - retailer relationships in the durable consumer goods market - the perspective of retailers 4.2. Relationships between durable consumer goods' manufacturers and retailers - the perspective of manufacturers 4.3. The importance of the cooperative and competitive dimensions of the retailer - key manufacturer relationships and the balance of power, scope of cooperation and benefits from the cooperation 4.4. The importance of the cooperative and competitive dimensions of the manufacturer - key retailer relationships and the balance of power, the area of cooperation and benefits obtained from the cooperation Summary Marzanna Katarzyna Witek-Hajduk, Anna Napiórkowska Chapter 5. Case studies of manufacturer - retailer relationships in the durable consumer goods' market Introduction 5.1. Case studies of manufacturer - retailer relationships in the durable consumer goods' market - the perspective of manufacturers 5.1.1. The case study of the relationship between MODECOM S. A. and retailers 5.1.2. The case study of the relationship between the manufacturer Polskie Fabryki Porcelany "Ćmielów" i "Chodzież" S. A. and retailers 5.2. Selected case studies of manufacturer - retailer relationships in the durable consumer goods' market - the perspective of retailers 5.2.1. The case study of the relationships between the Castorama retail network and manufacturers of durable consumer goods in the Polish market 5.2.2. The case study of the relationships between the retail network SMYK with manufacturers - its suppliers Summary Conclusions Bibliography List of tables List of diagrams List of pictures