Kauppakorkeakoulun julkaisuportaali
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Kauppakorkeakoulu | Markkinoinnin ja johtamisen laitos | Markkinointi | 2010
Tutkielman numero: 12278
Exchange of market information in retail trade - Insights on the termination of ScanTrack in Finland
Tekijä: Leppänen, Pauliina
Otsikko: Exchange of market information in retail trade - Insights on the termination of ScanTrack in Finland
Vuosi: 2010  Kieli: eng
Laitos: Markkinoinnin ja johtamisen laitos
Aine: Markkinointi
Asiasanat: markkinointi; marketing; päivittäistavarat; consumer goods; markkinat; markets; tieto; knowledge; yritysviestintä; business communication; markkinatutkimukset; market research; kilpailupolitiikka; competition policy
Sivumäärä: 103
Kokoteksti:
» hse_ethesis_12278.pdf pdf  koko: 2 MB (1502113)
Avainsanat: Information exchange, market information, ScanTrack, retail trade, buyer-seller relationships, antitrust regulation
Tiivistelmä:
Research Objectives The objective of this study is to analyse the exchange of market information in an organizational setting between a retailer and a supplier. This is influenced primarily by the industry structure and environment as well as relationship traits of the firms and the internal strategy of companies. This study aims to identify the key influencing factors and analyse their effect on the sharing of market information.

Research methods Empirically the study is positioned in the Finnish retail trade sector that is characterized by high retailer market concentration. The research takes on a qualitative industry-level approach to interview a total of fifteen people representing suppliers, retailers, trade associations and regulatory authorities. The frames for the research arise from the recent termination of ScanTrack –based sharing of consumer sales information.

Summary of Findings The research identified fourteen key factors related to industry setting, competition regulation, company relationships and retailer strategies that have an effect on market information exchange. In analysis of these factors regarding the ScanTrack case, it was found that the complete termination of the system in Finland was more of a retailer-based decision than an outcome of competition regulation.
Verkkojulkaisut ovat tekijänoikeuden alaista aineistoa. Teokset ovat vapaasti luettavissa ja tulostettavissa henkilökohtaista käyttöä varten. Aineiston käyttö kaupallisiin tarkoituksiin on kielletty.