Retailer-supplier relationships and the evolution of marketing : two food industry case studies

Shaw, Susan A. and Gibbs, Juliette (1995) Retailer-supplier relationships and the evolution of marketing : two food industry case studies. International Journal of Retail and Distribution Management, 23 (7). pp. 7-16. ISSN 0959-0552

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Abstract

Uses two case studies to examine how changing market structures in food supply chains have affected the nature of collaboration between retailer and supplier. Looks at the implications for the nature of marketing as a management function and as an area of study. Concludes with a discussion of the implications of closer supply chain relationships for industry profitability.