Integrated Purchases in the Value Chain
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Publication date: 2005-09-30
GNPJE 2005;202(9):63-79
Integrated purchases as a sign of cooperation among enterprises forming retail chains are a potential source of creating value (advantages) for the consumer. This process is carried out by the integrator as part of privileges resulting from contractual agreements with groups of enterprises. It may contribute to developing some important elements of the value chain such as a competitive range of products, competitive prices and quality, easy access to goods combined with various concessions in the process of consumer service, positive perception of a network integrated through its image and confidence in private labels, the attachment and loyalty of consumers and suppliers toward the chain etc. The article explains the essence of integrated purchases and their connection with the marketing activities of integrated retail chains oriented toward creating the value chain. For this purpose, the author uses the assumptions and concept of relationship (partnership) marketing. As a result of empirical research, the main marketing strategies linked with value creation are described. The author specifies the scope and possibilities of implementing these strategies and the conditions and chances for introducing the rules and instruments of partnership marketing to integrated groups of retail enterprises.
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