A Framework of Retailer-Manufacturer Cooperation and Coopetition: Consumer Durable Goods Retailers’ Case Studies

Abstract

Objective : The purpose of this paper is to develop a framework of cooperation and coopetition between retailers and key manufacturers from a perspective of retailers offering consumer durables. Research Design & Methods : In order to answer the research questions semi-structured, in-depth and face-to-face interviews with managers of six SMEs or large retailers operating in Poland and offering consumer durables were carried out. Findings: The empirical studies confirm both cooperation and coopetition between retailers and manufacturers – suppliers of consumer durables depending on, among others, the category of consumer goods and the balance of power between retailers and manufacturers. The scope of cooperation is not too wide, and concerns only some of the value chain processes indicated in the literature. Implications & Recommendations: Conducted studies are exploratory and need to be deepen with the use of quantitative research that will help determine the impact of the balance of power between manufacturers and retailers and the strength of retailer-manufacturer relations on the range / areas and financial and non-financial performance of this cooperation. Contribution & Value Added: The originality of this work lies in studying some aspects of retailers’ relations with their key suppliers operating in consumer durables market. Research Design & Methods : In order to answer the research questions semi-structured, in-depth and face-to-face interviews with managers of six SMEs or large retailers operating in Poland and offering consumer durables were carried out. Findings: The empirical studies confirm both cooperation and coopetition between retailers and manufacturers – suppliers of consumer durables depending on, among others, the category of consumer goods and the balance of power between retailers and manufacturers. The scope of cooperation is not too wide, and concerns only some of the value chain processes indicated in the literature. Implications & Recommendations: Conducted studies are exploratory and need to be deepen with the use of quantitative research that will help determine the impact of the balance of power between manufacturers and retailers and the strength of retailer-manufacturer relations on the range / areas and financial and non-financial performance of this cooperation. Contribution & Value Added: The originality of this work lies in studying some aspects of retailers’ relations with their key suppliers operating in consumer durables market.