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| Author: | Hingley, M.K. |
| Title: | Power imbalance in UK agri-food supply channels: Learning to live with the supermarkets? |
| Journal: | Journal of Marketing Management
2005 : FEB, VOL 21:1-2, p. 63-88 |
| Index terms: | Marketing Relationship marketing Agriculture Food industry Supply Supermarkets United Kingdom |
| Language: | eng |
| Abstract: | This study investigates the issue of power in the context of U.K. agri-food (henceforth as: a-f.) industry vertical business-to-business relationships (here as: r-ship./r-ships.), where the majority of control lies at large multiple retailers. Featured is the application of Category Management (CM) and network supply co-ordination, through a new breed of super middlemen. The received view from the Relationship Marketing (RM) literature with its emphasis on trust, dyadic symmetry and mutuality is questioned. It is contended, alternatively that other types of r-ships., e.g., those based on selfishness are equally relevant; and that power imbalanced business r-ships. are just as important to the understanding of business exchange. This article contends that acceptance of power-imbalance is a key first-step to successful r-ship. building in a-f. channels and although collaborative chain activity is endorsed, suppliers are advised that this still means operating within conditions of imbalanced power and reward. |
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