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
The purpose of this paper is to present a model of relationships between food producers and retailers. The model is built on the constructivist paradigm, conceptual frameworks and an analysis of a number of companies. In this paper two conceptual frameworks are developed; one concerns the organising of a company and another concerns relationships between companies. These frameworks are used for the analysis of producers and retailers, and for the relationships between them. Very interesting results have been found, and these have supported a new way of looking at management of organisations and management of relationships.