This thesis investigates on the issue of the degree of opposition in buyer and seller’s relations and its connection to the supplier’s capacity to invest in synergic activities to improve the generation of mutual value in a relational rents. In a macro context where opposing strategic interests characterise most buyers and sellers relations, which variables should be taken into account to evaluate the continuation expectation of a supplierretailer in a buyer and seller relation ? How those variables are inter-related? and what makes a supplier a preferred partners in the distributor’s supply system? The method applied to this study is the case study research. This qualitative approach has been proved to be the best modus operandi to tackle this issue and bring to light some important insights from professionals operators trough in-depth interviews. In this thesis we develop a representative model called “buyer and seller relationship model” in order to set our hypothesis an test them on a concrete case study. This study allows us to highlight the relational best practice which enable a supplier to make synergic investments welcomed from its counterpart and deliver value to its retailer.
|Uddannelser||Cand.merc.smc Strategic Market Creation, (Kandidatuddannelse) Afsluttende afhandling|