It is a well-established fact that creating value for customers is a very important source of competitive advantage. However, no researchers have yet analysed or defined what is meant by retailer value. In this study, building on a solid theoretical back-ground, we propose a definition of 'retailer value'. Subsequently this concept has been used in an empirical study of retail chains in Denmark and Germany. The study was designed as a means-end chain project on the buying of pork and fish products by retail buyers. The results revealed that it is possible to analyse the hierarchy between attributes, consequences and values sought by retail buyers when buying for their companies, and to identify relevant differences across countries and products. These differences across the value maps are used to propose ideas for how manufacturers of pork and fish products can improve their marketing activities and thereby obtain competitive advantage.
Agribusiness (new York), 2004, Vol 20, Issue 3, p. 323-345