Relazioni di canale e strategie di acquisto delle imprese commerciali. Potere e stabilità nella grande distribuzione britannica

Musso, Fabio (1999): Relazioni di canale e strategie di acquisto delle imprese commerciali. Potere e stabilità nella grande distribuzione britannica. Published in: (1999): pp. 1-242.

Abstract

This work highlights the ways in which relationships between large retailers and suppliers develop themselves dependinf on of various types of suppliers. Suppliers diffrentiate among each other on the basis of size, the competitive structure of the market to which they belong. The case of British large retailers is analysed. These retailers, despite their high bargaining power, do not turn on opportunistic behavior, but rather, they use this power to build relationships based on cooperation in the long run. This demonstrates how important is the development of a new culture in vertical relationships. In this culture, the management of procurement activities is a key moment. The adoption of strategic choices and structural framework of the purchasing function in coordination with other corporate functions, makes it possible to satisfy two requirements: to differentiate relationships according to different types of providers, without changing the basic orientation to the stability and collaboration, and the maximization of benefits from the vertical interaction.

ITALIAN ABSTRACT: Questo lavoro mette in luce le modalità con cui si svolgono i rapporti fra le imprese della grande distribuzione e le varie tipologie di fornitori, che si differenziano al variare della dimensione e della struttura competitiva del mercato di appartenenza. L’esempio delle grandi imprese commerciali britanniche, che nonostante l’elevato potere contrattuale non attivano comportamenti opportunistici ma, anzi, sfruttano tale potere per costruire relazioni improntate alla cooperazione nel lungo periodo, mostra quanto importante sia lo sviluppo di una nuova cultura nei rapporti verticali. In questo, la gestione delle attività di approvvigionamento dell’impresa commerciale risulta un momento chiave. L’adozione di scelte strategiche e strutturali nell’ambito della funzione acquisti in coordinamento con le altre funzioni aziendali, permette infatti di soddisfare due esigenze: quella di differenziare le relazioni in base ai diversi fornitori senza però modificare l’orientamento di base alla stabilità e alla collaborazione, e quella di massimizzare i benefici dell’interazione verticale, favorendo la continuità fra le attività di interfaccia a monte (marketing di acquisto) con quelle a valle (marketing di vendita), attraverso il rafforzamento dei collegamenti fra i due momenti decisionali.

• Item Type: MPRA Paper
• English Title: Channel Relationships and Buying Strategies of British Large Retailers
• Language: Italian
• Keywords: reatiling, large retailers, British reatiling, Great Britain, power, dependence, marketing channels, channel relationships, potere, dipendenza, canali di marketing, relazioni di canale, distribuzione, grandi distributori, Gran Bretagna
• Subjects: L - Industrial Organization > L8 - Industry Studies: Services; L - Industrial Organization > L8 - Industry Studies: Services > L80 - General; L - Industrial Organization > L8 - Industry Studies: Services > L81 - Retail and Wholesale Trade ; e-Commerce; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

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