This paper presents a new theory on relationships between producers and retail chains. This theory is a result of a major project which investigated the cooperation between Danish abattoirs and food processors, and retail chains in four countries. The main point in the new theory is that relationships between producers and retail chains are developed through construction of inter-organizational shared meanings. To position the new theory the paper first gives a short presentation of the traditional approach to relationship marketing. Then there is a brief presentation of the paradigm including the research strategy used for the development of the new theory. Thereafter you will find a section concerning the conceptual framework used for the analysis of the companies. This section is followed by a discussion of the main results and the new theory. The paper ends with a short discussion of implications for management.
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4th Research Conference on Relationship Marketing and CRM, 2007