The influence of factors determining relationship between organisations and their strategic suppliers on the frequency of implementations of purchasing marketing strategies
| Autor: | Matjaž Iršič |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2017 |
| Předmět: | |
| Zdroj: | Management: Journal of Contemporary Management Issues, vol. 9, no. 2, pp. 1-33, 2004. Management : Journal of Contemporary Management Issues Volume 9 Issue 2 Management : Journal of Contemporary Management Issues, Vol 9, Iss 2, Pp 1-33 (2004) |
| ISSN: | 1331-0194 1846-3363 |
| Popis: | The article deals with different factors determining relationships of large Slovenian organisations (with over 500 employees) with their strategic suppliers and their influence on the frequency of implementations of purchasing marketing strategies. The factors dealt with are: the quality of the relationship between the organisation and its strategic supplier (suppliers activities, attractiveness of supply for the organisation and the competitive position of the organisation on the supply market), bargaining power of the organisation with respect to the supplier (the organisation's risk orientation, its orientation towards cooperation and the size of its bargaining power) and the quantity of the relationship (the size of transactional assets). The research showed that large organisations in Slovenia are unlikely to develop such purchasing marketing strategies characteristic of the so-called "relationship marketing" with their strategic suppliers, with which they have long-term business relationship. The influence of measured factors on the frequency of the implementation of individual purchasing marketing strategies exists, with a stronger impact of factors with short-term effects on the organisation hence the surveyed organisations are still more oriented towards reaching short-term efficiency instead of long-term success. U radu se raspravlja o različitim čimbenicima koji djeluju na odnose između velikih slovenskih poduzeća (s više od 500 zaposlenih) i njihovih strateških dobavljača, te kako navedeni čimbenici djeluju na učestalost promjena u implementaciji marketinške strategije nabave. Čimbenici koji su, pritom, uzeti u razmatranje su: kvaliteta odnosa između organizacije i njezinog strateškog dobavljača (aktivnosti dobavljača, atraktivnost dobavljača za organizaciju i konkurentski položaj organizacije na tržištu nabave), snaga pogađanja organizacije prema dobavljaču (stav organizacije prema riziku, njezina orijentacija prema suradnji i sama snaga pogađanja), te veličina nabave. Istraživanje pokazuje da za velika slovenska poduzeća nije vjerojatan razvoj strategije marketinga (usmjerene prema strateškim dobavljačima, s kojima postoji dugotrajni poslovni odnos) poznate pod nazivom «marketinga odnosa». Za mjerene čimbenike postoji utjecaj na promjenu implementacije marketinških strategija nabave, pri čemu se uočava značajan kratkoročni učinak. Zbog toga se može zaključiti da su anketirane organizacije, u većoj mjeri, još uvijek orijentirane na postizanje kratkoročne učinkovitosti, negoli dugoročnog poslovnog uspjeha. |
| Databáze: | OpenAIRE |
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