Consumer demand information as a re-balancing tool for power asymmetry between food retailers and suppliers

Malik, Sheraz Alam and Hingley, Martin (2021) Consumer demand information as a re-balancing tool for power asymmetry between food retailers and suppliers. Economia agro-alimentare /Food Economy, 23 (2). pp. 1-20. ISSN 1126-1668

Full content URL: https://doi.org/10.3280/ecag2-2021oa12283

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Consumer demand information as a re-balancing tool for power asymmetry between food retailers and suppliers
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Abstract

This conceptual paper presents a model that may be used to redress the power balance between retailers and suppliers in the supply chain through better information symmetry and mutual dependence. It explores power dependence and resource dependence theories to conceptualise the use of demand information, by drawing on the diverse viewpoints within the extant literature on the effect of supply chain power asymmetry on exchange relationships and mutual dependence. Co-optation adds stability and reduces uncertainty through the exchange of resources. The dynamic nature of relationships and power between retailers and suppliers requires a multi-theory approach to identify a robust understanding of the interplay of different influence factors. This study has both operational and strategic implications for the food supply chain, as power asymmetry in relationships affects sustainability, especially in sales promotions periods for both retailers and suppliers. Improving power equilibrium between the buyer and supplier through information symmetry with the integration of power and resource dependence theory is novel.

Keywords:Power dependence, Resource dependence, Demand information, UK, Supplier-retailer relationships
Subjects:N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N240 Retail Management
Divisions:Lincoln International Business School
ID Code:46275
Deposited On:08 Sep 2021 15:01

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