Engaging retailers: giving them voice or controlling their voice, a supplier's perspective

Engaging retailers: giving them voice or controlling their voice, a supplier's perspective
Document type
Paper
Author(s)
Jackson, Keith; Jackson, Jacqui; Hopkinson, Gillian
Publisher
British Academy of Management
Date of publication
10 September 2013
Series
British Academy of Management Conference Proceedings 2013
Subject(s)
Marketing: all aspects of marketing, advertising and public relations
Collection
Business and management
Material type
Reports

Download (929KB )

Your use of this content is subject to the terms and conditions of this portal

This full paper from the Marketing and Retail track of BAM 2013 investigates the relationships between suppliers and retailers in the UK convenience store sector in terms of Hirschman's model whereby members of a group can influence it by either expressing their opinions (voice) or leaving it in protest (exit). Suppliers may create loyalty among retailers by raising exit costs and/or allowing them to express their voices. The investigation was carried out using the recorded turnover of the top thirty wholesalers and the major store chains/franchises in 2005-12, publications by the main trade organisation, in the trade press and online, and interviews. The results of the research suggest that the wholesalers do not use cost of exit or enabling retailer voice exclusively; instead they now tend to combine both within their retailer relationship strategies.

Related to Marketing: all aspects of marketing, advertising and public relations

Challenges-and-opportunities-facing-marketers-in-2017

Downloadable report about key challenges and opportunities marketers are facing in 2017.

Six steps to transform your marketing and sales capabilities

Business leaders face pressure to deliver above-market growth at the best of times. When the global economy is weak, that…

Building marketing and sales capabilities to beat the market

The lean-manufacturing revolution profoundly altered the business world as companies reinvented how they built things to…

Consumer protection partnership: priorities report 2015: second report on the partnership's work to date and future priorities

A report from the Consumer Protection Partnership describes their activities in 2013-4 and plans for 2015. Past priorities…

More items related to this subject