Izvorni znanstveni članak
The influence of factors determining relationships between organisations and their strategic suppliers on the frequency of implementations of purchasing marketing strategies
Matjaž Iršič
Sažetak
The article deals with different factors determining relationships of large Slovenian organisations (with more than 500 employees) with their strategic suppliers and their influence on the frequency of implementations of purchasing marketing strategies. The factors dealt with are: the quality of the relationship between the organisation and its strategic supplier (supplier activities, attractiveness of supply for the organisation and the competitive position of the organisation on the supply market), bargaining power of the organisation with respect to the supplier (the organisation's risk orientation, its orientation towards cooperation and the size of its bargaining power) and the quantity of the relationship (the size of transactional assets). The research showed that large organisations in Slovenia are unlikely to develop such purchasing marketing strategies, characteristic of the so-called »relationship marketing« with their strategic suppliers (with whom they have a long-term business relationship). The influence of measured factors on the frequency of the implementation of individual purchasing marketing strategies exists, with a stronger impact of factors with short-term effects on the organisation; hence the surveyed organisations are still more oriented towards reaching short-term efficiency instead of long-term success.
Ključne riječi
strategic suppliers; purchasing; marketing strategies
Hrčak ID:
184460
URI
Datum izdavanja:
13.7.2017.
Posjeta: 3.856 *