Strategic marketing fit in manufacturer-retailer relationships: Price leaders versus merchandise differentiators

Autor:	Lawrence H. Wortzel, Gerald E. Smith, Meera Venkatraman
Rok vydání:	1995
Předmět:	ComputingMilieux_GENERAL Marketing Interdependence media_common.quotation_subject Relative power Business Price leadership media_common Strategic marketing Dyad
Zdroj:	Journal of Retailing. 71:297-315
ISSN:	0022-4359
DOI:	10.1016/0022-4359(95)90027-6
Popis:	The traditional channels paradigm suggests increasing one 's relative power within the manufacturer/ retailer dyad. Manufacturers should focus instead on increasing total marketplace power of their dyads against other manufacturer/retailer dyads. Retailers and manufacturers are interdependent, and can compete best by harnessing the interdependence. We propose and test a model of manufacturerretailer relationships based on interdependence, called the Strategic Marketing Fit (SMF) model. Our study confirms the relationships hypothesized in the SMF model. Retailers pursuing merchandise differentiation retail strategies are better partners than retailers pursuing price leadership strategies
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::8fb444cf2b108e019852cb0f6da308c0 https://doi.org/10.1016/0022-4359(95)90027-6 Zobrazit plný text záznamu Full Text from ScienceDirect