Kvalitativne sestavine povezovalnih odnosov organizacij s strateškimi dobavitelji in njihov vpliv na udejanjanje strategij nabavnega marketinga

Abstract

V članku preučujemo vpliv kvalitativnih sestavin povezovalnih odnosov organizacij na udejanjanje njihovih marketinških strategij na nabavnem trgu. Na podlagi teoretičnih izhodišč smo oblikovali štiri skupine dejavnikov, s katerimi smo ugotavljali raven kvalitativnih sestavin povezovalnih odnosov, in sicer: atraktivnost dobavitelja, atraktivnost celotnega nabavnega trga za organizacijo, konkurenčni položaj organizacije na nabavnem trgu in pogajalska naravnanost organizacije v odnosu do dobavitelja. Raziskava je pokazala, da velike organizacije v Sloveniji do svojih strateških dobaviteljev, s katerimi imajo dolgoročne poslovne odnose, ne udejanjajo v zadostni meri takšne strategije nabavnega marketinga, ki so značilne za koncept marketinga povezav. Vpliv merjenih dejavnikov na izvajanje posameznih strategij nabavnega marketinga sicer obstaja, vendar je mogoče ugotoviti močnejšo jakost tega vpliva predvsem pri dejavnikih, ki imajo za organizacijo na nabavnem trgu kratkoročne učinke, iz česar izhaja, da so organizacije v vzorcu očitno še vedno bolj usmerjene k doseganju kratkoročne učinkovitosti in ne k doseganju dolgoročne uspešnosti.

Keywords

marketing;trženje;nabava;nabavna politika;strategija trženja;

Data

Language:	Slovenian
Year of publishing:	2009
Typology:	1.01 - Original Scientific Article
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	Marketing magazin
UDC:	658.7:339.138
COBISS:	9864732
ISSN:	1408-1652
Parent publication:	Akademija MM
Views:	1115
Downloads:	44
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Unknown
Secondary title:	Qualitative elements of organisations' relational exchanges with strategic suppliers and their influence on purchasing marketing strategies
Secondary abstract:	The article deals with the qualitative elements of relational exchanges of organisations and their influences on the implementation of purchasing marketing strategies. According to theoretical background in the current literature four groups of qualitative relational exchange' factors were determined: attractiveness of supplier, attractiveness of total purchasing market for the organisation, competitive position of the organisation on purchasing market, and its bargaining orientation toward supplier. The research showed to us that large organisations in Slovenia, which try to build partnership with their strategic suppliers, are unlikely to develop purchasing marketing strategies based on relationship marketing concept. The influence of measured factors on the implementation of individual purchasing marketing strategies exists, although the strongest impact is prevailed especialy by factors which are characteristic for short-term relationships. Hence the surveyed organisations are still more oriented toward reaching short-term efficiency instead of long term effectiveness.
URN:	URN:NBN:SI
Type (COBISS):	Not categorized
Pages:	str. 33-50
Volume:	ǂLetn. ǂ9
Issue:	ǂšt. ǂ13
Chronology:	2009
ID:	1733815