The Theory, and How It Applies to the FMCG Industry

Chris Leach ()
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Chris Leach: Aytoun Consulting Ltd

Chapter 3 in How to Save the FMCG Industry, 2022, pp 47-85 from Springer

Abstract: Abstract Leach uses a brief summary of the theories surrounding business-to-business collaboration, the influence of power, and value creation and capture to provide a framework to analyse the challenges and opportunities for collaboration in the FMCG industry. He discusses the role of Key Account Management as it applies to the industry and questions its effectiveness in managing collaboration. Leach brings this together to outline his own research questions, and the methodology used to develop his unique research into this industry.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-92986-2_3

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DOI: 10.1007/978-3-030-92986-2_3

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