Individual customer needs, high availability of all consumer goods and a fundamental level of flexibility require excellent collaboration throughout the supply chain to meet the needs of consumers. In addition, the growing concentration in food retailing ends in an increasing market power of large trading companies in the specific market environment in Austria. The success of fast-moving consumer goods companies is directly related to the performance of the leading food retailers. As a result, there are a lot of challenges in the collaboration between manufacturers and food retailers. The theoretical part of the present work focuses on the concept of supply chain collaboration, the different forms of collaboration and the Austrian food retail trade. In the empirical part of this master thesis, semi-standardized interviews with experts in the field were carried out to gain an insight into the current situation in Austria. To analyse the interviews, a qualitative content analysis according to MAYRING was carried out. Results showed that regarding SCC, diversity reigns since it exists in various forms and since the retailer are averse to cooperate with manufacturers. One of the reasons for the lack of cooperation, apart from the prevailing culture, is the distribution of market shares in the Austrian market, which is concentrated in a few companies. A successful collaboration requires confidence and trust between the operating parties and mutual support of all involved organizational units. In order to act strongly and to take advantage of the SCC’s potentials in future, the joint requirement planning needs to be improved in the near future.
|Translated title of the contribution||Evaluation of the supply chain collaboration between manufacturers and Austrian food retailers|
|Award date||28 Jun 2019|
|Publication status||Published - 2019|
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