Vertical Alliances between Retail and Manufacturer

Amfiteatru Economic, Vol. XII, Nr. 28, pp. 634-649, 2010

16 Pages Posted: 4 Aug 2013

See all articles by Bernhard Swoboda

Bernhard Swoboda

University of Trier - Chair of Marketing and Retailing

Nicolae Al. Pop

Bucharest Academy of Economic Studies - Faculty of Marketing

Dan-Cristian Dabija

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing

Date Written: June 15, 2010

Abstract

While vertical firms dominate the fashion markets worldwide since years, only little research is done on vertical alliances between non-vertical retailer and manufacturing companies in this sector. These paper analyses vertical alliances from the perspective of 98 traditional fashion retailers and 104 fashion manufacturers. Based on a process oriented value chain approach, the results show how primary market and supply chain oriented value chain activities are viewed in the context of alliances, particularly in terms of own competence, perceived potential for co-operation, and the level of co-operation achieved. The data show that retailers and manufacturers see co-operation potentials in value chain activities with both low and high levels of own competence. Secondly the data show that co-operation potentials identified by both partners and the co-operation levels achieved differ. Third the data show the relation between the co-operation levels achieved in the value chain activities and the degree of success in turnover, costs, and time-to- market.

Keywords: fashion retail, value chain, vertical alliances, co-operation

JEL Classification: M3, M31, L81

Suggested Citation

Swoboda, Bernhard and Pop, Nicolae Al. and Dabija, Dan-Cristian, Vertical Alliances between Retail and Manufacturer (June 15, 2010). Amfiteatru Economic, Vol. XII, Nr. 28, pp. 634-649, 2010, Available at SSRN: https://ssrn.com/abstract=2305261

Bernhard Swoboda

University of Trier - Chair of Marketing and Retailing ( email )

15, Universitaetsring
Trier, 54286
Germany

Nicolae Al. Pop

Bucharest Academy of Economic Studies - Faculty of Marketing ( email )

Str. Mihai Eminescu nr. 13-15, sect. 1
Bucharest, 010511
Romania

Dan-Cristian Dabija (Contact Author)

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing ( email )

Str Teodor Mihali, Nr.58-60
Cluj-Napoca, RO- 400591
Romania

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