Platforms, Networks and Interactions in Retail

2020/2021

Academic Year

ENG

Instruction in English

4

ECTS credits

Delivered at:

Department of Marketing

Course type:

Elective course

When:

2 year, 1, 2 module

Course Syllabus

Abstract

The scale of inter-firm networking in contemporary markets is growing rapidly. This shift in doing business is changing the global economic landscape and leads to significant changes in business approaches, leadership, and strategy. In the age of business ecosystems, coopetition grows in importance, bringing new opportunities to build competitive advantages. According to network theory, economic communities supported by a network of interacting organizations and individuals produce goods and services of value to customers, who are themselves members of the ecosystem. In order to be successful, firms must not only interact with different groups of stakeholders but also build long-term relationships with them. The course is devoted to networks and relationships in retail. It examines the main theoretical approaches to business networking and provides an understanding of methods to identify and analyze network interactions in retail. Special attention paid to the advantages and disadvantages of different network forms (strategic alliances, virtual organizations, clusters, etc.), as well as to relationship marketing approach in retail chain strategy, and the role of digitalization in business networks. Future development of networking in retail discussed.

Learning Objectives

• The course aims to provide understanding of inter-firm and intra-firm networking impact on value co-creation that contribute to retail business competitiveness and discuss the future development of networking in retail.

Expected Learning Outcomes

• Know basic approaches and evolution of the network concept
• Know how to conduct social network analysis
• Know basic approaches to develop customer relationaships in retail
• Know main types of customer switching costs
• Know the difference between transactional and relationship marketing
• Know basic components of the Kano Model
• Know the achitecture of retailer's value proposition for customers
• Know types of interfirm networks
• Know the principles of strategic alliances development
• Know principles and purposes of virtual organizations development
• Know main approaches to use of digitalisation to enhance customer-oriented networking
• Know main approaches to develop relationships with partners to value co-creation in the retail chain marketing strategy
• Know the essentials of developing logistic networks in omni-channel retailing
• Know the types of loyalty programms
• Know the difference between customer loyalty programms and reward schemes
• Know main approaches to consumer involvement to value co-creation
• Know principles and purposes of co-branding
• Know modern practices and specifics of developing relationships of FMCG companies and retailers, industry associations

Course Contents

• Basic approaches and evolution of the network concept. Social network analysis (SNA)
  Basic approaches and evolution of the network concept. Social network analysis (SNA)
• Customer relationships in retail
  Customer relationships in retail. Retailer's value proposition. The Kano Model. Difference between transactional and relationship marketing. Approaches to develop customer relationships in retail. Process of customer relationship management, customer lifetime value anвd customer switching costs.
• Intra-firm and inter-firm networks
  Intra-firm and inter-firm networks. Types of interfirm networks. Strategic alliances, value chains, virtual organizations, clusters.
• Digitalization as a catalyst for customer-oriented networking
  Digitalization as a catalyst for customer-oriented networking
• Relationships and value co-creation in the retail chain marketing strategy
  Relationships and value co-creation in the retail chain marketing strategy
• Logistics networks in omni-channel retailing
  Logistics networks in omni-channel retailing
• Loyalty programs, cobranding
  Loyalty programs. Customer loyalty, the types of loyalty programms, the difference between customer loyalty programms and reward schemes. Cobranding, principles and purposes of cobranding
• Specifics relationships of FMCG companies and retailers, industry associations
  Specifics relationships of FMCG companies and retailers, industry associations

Assessment Elements

• Assignments in class
• Group project Module 1 presentation
• Group project final presentation
• Written exam
  Exam will be conducted online

Interim Assessment

• Interim assessment (2 module)
  0.2 * Assignments in class + 0.3 * Group project final presentation + 0.1 * Group project Module 1 presentation + 0.4 * Written exam

Bibliography

Recommended Core Bibliography

• Ford, D., Gadde, L.-E., Håkansson, H., Lundgren, A., Shenota, I., Turnbull, P., & Wilson, D. (2012). Managing business relationships. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.BA0BDA9E
• John Egan. (2011). Relationship Marketing. Harlow, United Kingdom: Financial Times/ Prentice Hall. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1417658
• Ross, D. F. (1998). Competing through supply chain management: creating market-winning strategies through supply chain partnerships. Springer Science & Business Media.
• Teller, C., Alexander, A., & Floh, A. (2016). The impact of competition and cooperation on the performance of a retail agglomeration and its stores. Industrial Marketing Management, 52, 6-17.

Recommended Additional Bibliography

• Augusto Sebastio. (2011). Social-networking a new technological language for the world and a great e-marketing possibility. MIC 2011: Managing Sustainability? Proceedings of the 12th International Conference, Portorož, 23–26 November 2011 [Selected Papers], 71. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsrep&AN=edsrep.h.mgt.micp11.71.78
• Bagdonienė, L., & Jakštaitė, R. (2015). Estimation of Loyalty Programmes from Customers’ Point of View: Cases of Three Retail Store Chains. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.1972D52B
• Butscher, S. A. (2016). Customer Loyalty Programmes and Clubs (Vol. Second edition). London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1521028
• du Toit, M. N., & Cant, M. C. (2012). Loyalty Programme Roulette: The Loyal, The Committed, And The Polygamous. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.3BECFBC9
• Hawkins, J. (2019). Customer Relationship Marketing : To Inspire Good Customer Service Behaviour, We Must Be Able to Measure Customer Experiences Meaningfully. [Place of publication not identified]: Scribl. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2098247
• Varey, R. J. (2002). Relationship Marketing : Dialogue and Networks in the E-commerce Era. Chichester: John Wiley and Sons, Inc. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=79536
• Weber, L. (2009). Marketing to the Social Web : How Digital Customer Communities Build Your Business (Vol. 2nd ed). Hoboken, N.J.: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=271575
• Методология исследования сетевых форм организации бизнеса, , 2014
• Формы сетевого взаимодействия компаний : курс лекций: учеб. пособие для вузов, Шерешева, М. Ю., 2010