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SUPPLIER-RETAILER POWER ASYMMETRY : AN AUSTRALIAN PERSPECTIVE
Catherine Sutton-Brady,Patty Kamvounias,Tom Taylor 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
Power asymmetry in highly concentrated retail markets is an unavoidable consequence within supplier-retailer relationships. This paper investigates the existence of power asymmetry in an Australian context and outlines the impacts on the industry. A documentary analysis was undertaken using documents from three major investigations into the grocery retail sector in recent years. These documents allowed us to gain insights into the industry using reports submissions and transcripts of public hearings. In addition in-depth interviews were carried out with suppliers of the two major supermarket chains. Combining these two approaches provided rich data. This paper contributes to the literature on power in supply channels. The findings support the existence of power asymmetry across many product categories but contrary to other studies find that the major supermarket chains are not averse to exerting coercive power for their own benefit. We find that the highly concentrated nature of the grocery retail market sees the power imbalance exaggerated in this context. We conclude that power asymmetry in the short-term is benefitting consumers but the long-term impacts on the supply chain may be detrimental to the food industry in Australia if nothing is done to curb the market power of the two major supermarkets chains.
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