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
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
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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