This paper presents a new theory on relationships between producers and retail chains. This theory is a result of a project which investigated the cooperation between Danish abattoirs and food processors, and retail chains in four countries. The new theory's main point is that relationships between producers and retail chains are developed through construction of inter-organizational shared meanings - shared meanings which are developed through recursive patterns. To position the new theory, the paper first gives a short presentation of traditional approaches to relationship marketing followed by a brief presentation of the paradigm used for the development of the new theory. After that you will find a section dealing with the conceptual framework. This section is followed by a discussion of the main results. The paper ends with a short discussion of implications for management.
Konstruktivisme; MAPP; Constructivism; Management of meanings; Relationships
Main Research Area:
8th International Conference on Management in AgriFood Chains and Networks, 2008