Buyer-supplier relationships and brand strategy within commoditised industries : a suggested theoretical framework

Parker, Melina M., Evans, Jody and Bridson, Kerrie 2005, Buyer-supplier relationships and brand strategy within commoditised industries : a suggested theoretical framework, in Research in the Distributive Trades : Proceedings of the 13th International European Association for Education and Research in Commercial Distribution, Lund University, Sweden, pp. 1-17.

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Title Buyer-supplier relationships and brand strategy within commoditised industries : a suggested theoretical framework
Author(s) Parker, Melina M.
Evans, Jody
Bridson, Kerrie
Conference name EAERCD 2005 Conference (13th : 2005: Lund, Sweden)
Conference location Lund, Sweden
Conference dates 29 Jun.-1 Jul. 2005
Title of proceedings Research in the Distributive Trades : Proceedings of the 13th International European Association for Education and Research in Commercial Distribution
Editor(s) European Association for Education and Research in Commercial Distribution
Publication date 2005
Conference series International European Association for Education and Research in Commercial Distribution Conference
Start page 1
End page 17
Total pages 17 p.
Publisher Lund University
Place of publication Sweden
Summary Research into commodity markets has identified an increase in non-price based competition. In pursuit of sustainable bases for differentiation, many commodity industries including fresh produce, dairy and meat are introducing branded products. Using the Resource-Based View (RBV), this paper postulates that such branding is influenced by the nature of the buyer-supplier relationship. We suggest that the individual resources and capabilities of trade partners, in addition to the capabilities of that relationship, influence the brand strategies pursued. Moreover, we propose that by combining organisational resources and capabilities and brand strategy in an holistic framework, we may explain variations in buyer-supplier relationship performance.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30009683

Document type: Conference Paper
Collections: School of Management and Marketing
Higher Education Research Group
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