1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
This paper presents preliminary results from a large project in which we developed a new way of looking at interaction and relationships between companies. Our main focus of interest in the project was the relationships between food producers and retail chains. The project investigated the cooperation between Danish food producers and retail chains in four countries regarding trade in pork and pork-based products. The paradigmatic outset in the project was the constructivist paradigm. Based on theories on organisational identity, organisational image, organisational fields, plausibility, product development, and construction of meaning and shared meaning, an analytical framework was developed. The theoretical framework subsequently - founded on a grounded theory approach - was used as the basis for the analysis. The paper concludes with a number of recommen¬dations for food producers on how to improve their relationships with retailers.