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Kriget som aldrig upphör: En studie om priskonkurrensens påverkan på relationer inom hemelektronikbranschen
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med denna uppsats är att undersöka huruvida den priskonkurrens som råder mellan detaljister påverkar relationen till producenter. Uppsatsen syftar även till att täcka det kunskapsgap som finns inom området och bidra till en ökad förståelse kring den rådande priskonkurrensen. Denna uppsats ämnar tillämpas på den svenska marknaden för hemelektronik.

Vi har tillämpat en kvalitativ metod då vår studie ämnar få en förståelse för ett specifikt fenomen. Empirisk data har samlats in genom semistrukturerade intervjuer med relevanta respondenter som har en koppling till hemelektronikbranschen.

Utifrån vår studie har vi kommit fram till slutsatsen att priskonkurrensen påverkar relationen mellan detaljist och producent inom hemelektronikbranschen. När aktörer tvingas förhandla fram bättre villkor för att överleva påverkas relationerna genom att negativa spänningar uppstår. Vidare skapas påfrestningar i relationen när detaljister och producenter går in på varandras försäljningsområden. För att skapa konkurrensfördelar närmar sig aktörerna varandra i värdekedjan vilket också påverkar relationerna. Till följd av priskonkurrensen har även personliga besök mellan detaljist och producent minskat vilket bidragit till att båda parter känner sig bortprioriterade. Vi drar även slutsatsen att maktskiftningar har en påverkan på relationen då producenter idag kan känna att de befinner sig i underläge.

Abstract [en]

The purpose of this thesis is to investigate whether the price competition between retailers affect the relationship with the producers. The thesis also aims to cover the knowledge gaps that exist in the area and contribute to an increased understanding of the prevailing price competition. This thesis intends to apply to the Swedish market for consumer electronics.

We conducted a qualitative approach since our study intends to gain an understanding of a particular phenomenon. Empirical data were collected through semi-structured interviews with relevant respondents that have a connection to the consumer electronics industry.

Our conclusion is that price competition affects the relations between retailer and producer in the consumer electronics industry. The relation is influenced by tensions as a consequence of forcing operators to negotiate better conditions for survival. Further, it creates strains in the relation when retailers and manufacturers can enter each other's sales areas. The relation is also affected in such a way that actors come closer together in the value chain in order to create competitive advantages. As a result of price competition personal visits between retailer and producer decreased, which contributed that both parties feel less prioritized. We also conclude that the power shifts have an impact on the relations because the producers feel that they have less power today.

Place, publisher, year, edition, pages
2016. , 67 p.
Keyword [sv]
Konkurrens, priskonkurrens, relationer
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-53615OAI: oai:DiVA.org:lnu-53615DiVA: diva2:937948
Subject / course
Business Administration - Other
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2016-06-16 Created: 2016-06-16 Last updated: 2016-06-16Bibliographically approved

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CiteExportLink to record
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