The evolution of the vertical relationships into the value creation process
This paper reviews the literature on Value concepts and focuses on the changing character of the vertical relationships. The way the changes have occurred may be modelled in a variety of ways but the principle shifts are connected to three drivers: advertising & media saturation, technologies & manufacturing standardisation, retailing modernisation. In this context, the relationship between retailer and supplier seems able to influence both the creation and the distribution of Value for the final customers. Empirical evidences and theoretical implication are discussed.
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