The Sad Story of Regulated Markets

The purpose of this thesis is to create a greater understanding of relationships and networks on regulated markets. This includes what the climate are like on such a market and how different aspects within relationships and networks are affected by regulations. By the use of a deductive approach, a qualitative study was performed. This was carried out by interviewing different actors on the Swedish market of alcoholicbeverages. The theoretical framework includes relationship quality, consisting of power and dependence, cooperation,adaptation and trust. Networks are also included and discuss aspects such as network positions and networking. Seven in depth interviews with suppliers, restaurants, Systembolaget and manufacturers were performed regarding their thoughts on relationships and networks. The data and analyses are presented in themes that were developed from the theoretical framework. In this study we conclude that the relationships involve some of the mentioned elements of relationship quality. Due to the regulation, Systembolaget possesses great amount of power and by this increases the pressure on other relationships on the market. This is therefore creating a rather unhealthy relationship atmosphere for other actors. Building relationships with Systembolaget is shown to have little effect and other means must be used in order to influence this actor. Some relationships between parties not involved with Systembolaget are shown to have greater quality. Networking is almost the only aspect of networks that is considered by the actors and also concluded to be most important.

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