Marketing has a long tradition for stressing the importance of staying close to your customers (Peters, 1982). How manufacturers can stay close to their cus-to-mers and create value for them has been widely researched in relation to end-users (Dic 1987) and to industrial customers (Narus, 1986) but not so much in connection with distributors. This paper will discuss how food manufac-tu-rers can survey distributors, and in this connection especially food retailers. Firstly we will discuss the results from three preliminary studies and secondly we will discuss the research projects we intend to carry through over the next four years.
HHÅ forskning; MAPP
Main Research Area:
Workshop on Institutional Changes in the Globalized Food Sector, 1996