| Power plays a key role in any chain relationship. In the past large manufacturers such as Unilever and Nestle were the most dominant players in the chain. However, as a result of consolidation among retailers, power has shifted towards retailers. Nowadays such retailers as Wal-Mart, Carrefour, and Tesco are seen as powerful gatekeepers controlling the access to the end consumer. Moreover, branded manufacturers and large multinational retailers become increasingly dependent on fewer and larger suppliers who can deliver high quality products at competitive prices. Since many decades there is discussion going on about the role of power in chains and marketing channels. In order to understand how power and its interactions with other constructs in the chain... |
