Authors: Pawel Talarczyk
The value- driven management of relationships between the buyer and the supplier can be treated as a basis for company success and the condition sine qua non for achieving competitive advantage. The concept of value constitutes a starting point to develop strategies and instruments of building relationships. From the managerial point of view, it is purposeful to determine what kind of instruments create values that contribute to building ties between buyers and suppliers in industrial markets. Search for the solution of this problem included two stages. The first one, theoretical, was a review of already existing knowledge about the value in buyer’s and supplier’s relationships. The second one was empirical research based on the case of installation products’ distributors and their industrial customers in Poland. Different approaches to value which can be found in marketing literature were examined, paying special attention to those which are the most adequate for industrial markets. Two of them are very significant. The first one can be seen as a transmission of value in marketing channel only from the supplier to the buyer. The second one is characteristic of interaction marketing, and is based on value constellation between actors. The research outcome allowed to state that value constellation instruments exert influence on three kinds of interaction strategies: strategy of information, strategy of mutual investments and strategy of delivering common services to final customers. The commitment of both partners to deploy those strategies influences the duration of relationship and, in the meantime, the ability to achieve competitive advantage of the whole system.
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Publish Year: 2003
Conference: Lugano, Switzerland (2003)