It takes two to tango - En studie om relationers påverkan på samarbetet mellan leverantörer och detaljister inom sporthandelsbranschen
The trends in trade have been changing in the last few years. To offer a good product with agood price is not enough today, it?s also required that businesses create a good relationshipwith their customers and then do their best in maintaining it. It is now even more brandscompeting in the market, which indicates how a good relationship between the parties can bean important competitive advantage and also a significant variable.The goal and purpose of the study is to investigate and analyze the factors that influence thatthe supplier, in the sporting goods industry, is seen as a good supplier on the basis of theretailer's point of view. Then we want, from different sized companies, analyze and study howthey work with the key properties in creating a good customer relationship and hencecustomer satisfaction. Through it, we want to see how the various major suppliers work withtheir different retailers. We also want to explore and learn about the strength of the brand andit?s impact on the relationship.The study is a qualitative study with a deductive approach and is performed by semi-structuralinterviews. We made a strategic choice by the respondents along which we felt was of mostimportance, and was a good mix between large and small businesses to view from both theirperspectives. The study has a cross-sectional approach and a multiple study where theinterviews have been conducted in six retailers, as well as six suppliers.Based on our analysis, we have observed that there are many different factors involved inbuilding relationship. These include the brand, product, personal chemistry and company size.We have detected that suppliers work similar to one another. However, it is a big differencehow each supplier treat their own retailers depending on how strategically important theretailer is for the company.