En lyckad affärsrelation?
This study has investigated what makes a business relation satisfactory. The purpose is to distinguish the factors that are relevant to a functioning cooperation relationship between sawmills and DIY-stores. The theoretical framework is primarily based on long-term business relationships. The study...
| Autor principal: | |
|---|---|
| Formato: | Otro |
| Lenguaje: | sueco sueco |
| Publicado: |
2007
|
| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/11995/ |
| _version_ | 1855571979768168448 |
|---|---|
| author | Ericsson, Marie |
| author_browse | Ericsson, Marie |
| author_facet | Ericsson, Marie |
| author_sort | Ericsson, Marie |
| collection | Epsilon Archive for Student Projects |
| description | This study has investigated what makes a business relation satisfactory. The purpose is to distinguish the factors that are relevant to a functioning cooperation relationship between sawmills and DIY-stores. The theoretical framework is primarily based on long-term business relationships. The study is based on two case companies and their relations with wood-suppliers.
- Case company 1 is a relatively new established and still growing company. The business concept is based on few articles and the main focus is private customers and small firms. They are satisfied with their relationships.
- Case company 2 has been established during a longer period of time and has a wide range of articles, they also offer services with craftsmen. The case company is a big customer of sawn timber and process the most of it themselves. Their main focus is industrial customers. They don't see their relationship with their wood-suppliers as satisfactory.
Both case companies are aiming fore long-term relationships with their wood-suppliers, but only case company 1 is successful. To investigate why there is a difference between the two cases qualitative interviews where made with both of the case companies and their main suppliers.
The results show that a number of factors affect the fact that case company 1 are satisfied with their suppliers. The main reason was identified to be that the suppliers are highly committed to the relationship with case company 1. Compared to case company 2 this shows in higher deliver security and better information exchange with case company 1. The suppliers are thereby showing low commitment to case company 2.
The two most possible reasons to why the suppliers show little commitment to case company 2 are:
- The suppliers have invested in processing of the wood, which no longer makes simple sawn-wood attractive. The suppliers see this as a step in getting more customers focused.
- There has been a market change and the demand is now bigger than the supply. This makes it possible for the suppliers to prioritize the customer with most profit.
These two factors make case company 2 a no longer prioritized customer because they do not fit in the wood-suppliers strategic customer portfolio. Another reason to the difference in commitment is that company 2 has been established for a longer period of time than case company 1 and therefore their relationships can be characterized by more branch-institutionalism. In spite of the branch-institutionalism a more likely explanation to the low commitment is the two factors described above, because they are directly connected with the suppliers' profit.
Based on case company 1's successful relations, this study presents three suggestions that might enhance case company 2's relations. The first suggestion is to make the communication simpler and evaluate the suppliers based on the information they are able to handle. The second suggestion is to change the purchasing and focus on more processed goods and thereby become a more attractive customer. The third suggestion is to focus their purchasing to smaller actors who has not invested in higher process degree and thereby the suppliers still see case company 2 as an attractive customer. |
| format | Otro |
| id | RepoSLU11995 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish swe |
| publishDate | 2007 |
| publishDateSort | 2007 |
| record_format | eprints |
| spelling | RepoSLU119952017-11-14T11:20:53Z https://stud.epsilon.slu.se/11995/ En lyckad affärsrelation? Ericsson, Marie Economics and management This study has investigated what makes a business relation satisfactory. The purpose is to distinguish the factors that are relevant to a functioning cooperation relationship between sawmills and DIY-stores. The theoretical framework is primarily based on long-term business relationships. The study is based on two case companies and their relations with wood-suppliers. - Case company 1 is a relatively new established and still growing company. The business concept is based on few articles and the main focus is private customers and small firms. They are satisfied with their relationships. - Case company 2 has been established during a longer period of time and has a wide range of articles, they also offer services with craftsmen. The case company is a big customer of sawn timber and process the most of it themselves. Their main focus is industrial customers. They don't see their relationship with their wood-suppliers as satisfactory. Both case companies are aiming fore long-term relationships with their wood-suppliers, but only case company 1 is successful. To investigate why there is a difference between the two cases qualitative interviews where made with both of the case companies and their main suppliers. The results show that a number of factors affect the fact that case company 1 are satisfied with their suppliers. The main reason was identified to be that the suppliers are highly committed to the relationship with case company 1. Compared to case company 2 this shows in higher deliver security and better information exchange with case company 1. The suppliers are thereby showing low commitment to case company 2. The two most possible reasons to why the suppliers show little commitment to case company 2 are: - The suppliers have invested in processing of the wood, which no longer makes simple sawn-wood attractive. The suppliers see this as a step in getting more customers focused. - There has been a market change and the demand is now bigger than the supply. This makes it possible for the suppliers to prioritize the customer with most profit. These two factors make case company 2 a no longer prioritized customer because they do not fit in the wood-suppliers strategic customer portfolio. Another reason to the difference in commitment is that company 2 has been established for a longer period of time than case company 1 and therefore their relationships can be characterized by more branch-institutionalism. In spite of the branch-institutionalism a more likely explanation to the low commitment is the two factors described above, because they are directly connected with the suppliers' profit. Based on case company 1's successful relations, this study presents three suggestions that might enhance case company 2's relations. The first suggestion is to make the communication simpler and evaluate the suppliers based on the information they are able to handle. The second suggestion is to change the purchasing and focus on more processed goods and thereby become a more attractive customer. The third suggestion is to focus their purchasing to smaller actors who has not invested in higher process degree and thereby the suppliers still see case company 2 as an attractive customer. I denna studie undersöks vad som utmärker en tillfredfredställande affärsmässig relation. Mer specifikt är syftet att undersöka vilka faktorer som är avgörande för ett fungerande samarbete mellan sågverk och byggmateriellhandel. Som grund för detta har den teoretiska referensramen främst haft sin utgångspunkt i långsiktiga affärsrelationer. Studien omfattade två fallföretag och dess relationer till virkesleverantörer. - Fallföretag 1 är ett relativt nyetablerat och växande företag. Affärskonceptet är få artiklar och riktar sig mot privatpersoner och enmansföretag. De upplever leverantörsrelationerna som tillfredställande - Fallföretag 2 har befunnit sig i branschen under en betydligt längre tid och har ett brett sortiment där även hantverksservice erbjuds. Vidare har Fallföretag 2 stor egen förädlingskapacitet vilket gör dem en stor kund på sågade varor. Industrin ses som den viktigaste kunden. Upplever inte leverantörsrelationerna som tillfredställande. Båda eftersträvar långsiktiga relationer med sina leverantörer men endast Fallföretag 1 lyckas etablera detta. För att undersöka närmare varför det finns en skillnad mellan fallföretagen genomfördes kvalitativa intervjuer med fallföretagen och dess leverantörer. Resultaten visar att ett antal faktorer påverkar att Fallföretag 1 upplever tillfredställelse med sina leverantörsrelationer. Den huvudsakliga förklaringen är att leverantörerna är starkt engagerade i relationen med Fallföretag 1 vilket bl.a. yttrar sig i högre leveranssäkerhet och bättre informationsutbyte än Fallföretag 2. Vad gäller Fallföretag 2 framkom att leverantörerna inte visar liknande engagemang. Två troliga orsaker visade sig ha störst betydelse för leverantörernas låga engagemang för Fallföretag 2: - Leverantörerna har investerat i ökad förädlingskapacitet vilket inte längre gör sågade varor attraktiva, vilket leverantörerna ser som ett ökat kundfokus. - Det har skett en marknadsförändring där efterfrågan är större än utbudet. Detta gör det möjligt för leverantörerna att prioritera den kund som ger högst förtjänst. Dessa två faktorer får till följd att Fallföretag 2 inte längre blir en prioriterad kund då de inte längre passar in i sågverkens strategiska kundportfölj. Ytterligare en orsak till denna skillnad i engagemang kan bero av att Fallföretag 2 varit verksam i branschen under betydligt längre tid än Fallföretag 1 och därför kan Fallföretags 2 relation sägas präglas av mera branschinstitutionalism. Trots branchinstitutionalismen är ovanstående beskrivna faktorer en troligare starkare förklaring till det låga engagemanget då dessa är direkt kopplade till leverantörens lönsamhet. Baserat på Fallföretags 1 tillfredställande relationer presenteras i denna studie tre förslag till förändringar för Fallföretag 2. Det första förslaget innebär en förenkling av kommunikationen och att utvärdera leverantörerna baserat på den information de klarar att hantera. Det andra förslaget innebär att bli en mer attraktiv kund genom att styra över inköpen till mer förädlade varor. Det tredje förslaget till förändring är att koncentrera nuvarande inköp till mindre aktörer vilka inte byggt ut sin förädlingskapacitet. 2007-06-19 Other NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/11995/1/ericsson_m_171114.pdf Ericsson, Marie, 2007. En lyckad affärsrelation? : två fallstudier. UNSPECIFIED, Uppsala. Uppsala: (S) > Dept. of Forest Products <https://stud.epsilon.slu.se/view/divisions/OID-231.html> urn:nbn:se:slu:epsilon-s-8782 swe |
| spellingShingle | Economics and management Ericsson, Marie En lyckad affärsrelation? |
| title | En lyckad affärsrelation? |
| title_full | En lyckad affärsrelation? |
| title_fullStr | En lyckad affärsrelation? |
| title_full_unstemmed | En lyckad affärsrelation? |
| title_short | En lyckad affärsrelation? |
| title_sort | en lyckad affärsrelation? |
| topic | Economics and management |
| url | https://stud.epsilon.slu.se/11995/ https://stud.epsilon.slu.se/11995/ |