By : James E. Coleman & Donna T. Mayo
Published : Innovative Marketing, Volume 3, Issue 2, 2007
Abstract
One of the benefits of being the first firm to market is the opportunity to establish a dominant position that allows the producer to earn above average profits by extracting concessions from downstream channel members eager to add the popular new product to their offering. Unfortunately, this approach not only attracts competitors, but also provides them a mechanism for attack. Absent a positive relationship among channel members, retailers and distributors may decide to shift emphasis to competing lines to reduce their dependence on the dominant brand. This study quantifies the potential loss of market share that may result from poor relationship quality. The attitudes of retailers are examined to determine the extent to which their perceptions of positive/negative supplier relationships affect key marketing actions. Outcomes measured in this research include the retailer’s desired share of purchases for a brand and the percent of occasions the retailer recommends the producer's brand to end consumers. The brands’ relative profitability as well as the brands’ performance level on expected marketing variables are taken into consideration.
Key words: Relationship Quality, Dependence, Supplier, Buyer.
Introduction
One of the benefits of being the first firm to market is the opportunity to establish a dominant position that allows the producer to earn above average profits. By extracting concessions from downstream channel members eager to add a popular new product to their offering, the supplier is able to . . . . . (baca_selengkapnya )
Key words: Relationship Quality, Dependence, Supplier, Buyer.
Introduction
One of the benefits of being the first firm to market is the opportunity to establish a dominant position that allows the producer to earn above average profits. By extracting concessions from downstream channel members eager to add a popular new product to their offering, the supplier is able to . . . . . (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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