To read the full version of this content please select one of the options below:

Market sanctions, monitoring and vertical coordination within retailer‐manufacturer relationships: The case of retail brand suppliers

Alan Collins (Department of Food Business and Development, University College, Cork, Ireland, and)
Steve Burt (Institute for Retail Studies, University of Stirling, Stirling, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 June 2003

Downloads
3337

Abstract

This paper investigates the determinants of retailers’ product monitoring intensity within retail brand trading relationships. Drawing on the transaction cost and power literatures, it proposes that retailers trade‐off monitoring intensity against market orientated sanctions to protect against supplier opportunism. Based on a survey of 55 food manufacturers, the findings demonstrate that retailers’ product‐related monitoring intensity is positively related to the retailer's strategic use of retail brands, positively related to the manufacturer's specific investments in the relationship with the retailer, but negatively related to the retailer's ability to impose market‐orientated sanctions on the manufacturer.

Keywords

Citation

Collins, A. and Burt, S. (2003), "Market sanctions, monitoring and vertical coordination within retailer‐manufacturer relationships: The case of retail brand suppliers", European Journal of Marketing, Vol. 37 No. 5/6, pp. 668-689. https://doi.org/10.1108/03090560310465080

Publisher

:

MCB UP Ltd

Copyright © 2003, MCB UP Limited