Market research effectiveness and strategy : the buyer's perspective

The study proposed that broad firm strategies should be related to the implementation and perceived performance of the market research function within the firm. The study involved a sample survey of market research buyers who evaluated their most recent market research project. It was found that specialist "market research" or "insights" managers believed market research to be more effective and to provide greater value than did buyers more generalist roles. It was found that the Prospector strategy firms were the most likely strategic group to rate their market research as effective. No relationships were found between the action-orientation or knowledge enhancing dimensions of the market research USER scale and business strategies, suggesting these dimensions aid all strategy types.

Buyer-supplier relationships and brand strategy within commoditised industries : a suggested theoretical framework

Research into commodity markets has identified an increase in non-price based competition. In pursuit of sustainable bases for differentiation, many commodity industries including fresh produce, dairy and meat are introducing branded products. Using the Resource-Based View (RBV), this paper postulates that such branding is influenced by the nature of the buyer-supplier relationship. We suggest that the individual resources and capabilities of trade partners, in addition to the capabilities of that relationship, influence the brand strategies pursued. Moreover, we propose that by combining organisational resources and capabilities and brand strategy in an holistic framework, we may explain variations in buyer-supplier relationship performance.

Expanding the buyer-supplier relationship definition: its antecedents and relationship with performance outcomes

This paper aims to contribute to current buyer-supplier relationship literature through conceptually examining associations between the buyer-supplier relationship itself, organisational antecedents and the external environment. Whilst the presence of relational components within the transaction has been acknowledged, there is, has been, and remains, great difficulty in defining and understanding the dynamics of the buyer-supplier relationship itself. This study aims to address current research limitations and further develop understanding of the dynamics between buyers and suppliers, through a grounded theory research approach. The core focus is to understand the basic motivations and considerations for organisations when potentially considering relationship development with a trade partner. Thus, the organisational attributes that must be apparent and those preferred by potential trade partners are studied. Development of a conceptual model leads to the recognition of three key research questions that are to be addressed in future empirical investigation of the model.