Naslov
Strategic alliances as source of retailers competitive advantage

Autori
Plazibat, Ivana ; Filipović, Davor

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Fifth International Conference ''Economic Development Perspectives of SEE Region in Global Recession Context'', 2010 / - , 2010

Skup
Fifth International Conference ''Economic Development Perspectives of SEE Region in Global Recession Context''

Mjesto i datum
Sarajevo, Bosna i Hercegovina, 14.10.2010. - 15.10.2010

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Strategic alliances; competitive advantage; retailers

Sažetak
Strategic alliances are an important source of resources, learning, and thereby competitive advantage. The combination of a firm's capabilities with another firm's marketing and financial power can create synergies that can contribute to both firms' competitive advantage. Croatian retail firms are slowly applying new strategies, like strategic alliances, when conducting business. Power of a group with similar interests is recognized by Croatian retailers as the power for the future of very concentrated industry like retail. The fight has moved from individual firms to battle of groups known as constellations. Strategic alliances vary from simple contractual agreements to very specific and hard to create forms like joint ventures. This paper tries to answer what form of strategic alliances is the best choice for Croatian retailers? We also argue that Croatian retail firms are capable to form strategic alliances as a source of their competitive advantage and that are also better positioned to obtain strategic advantage for a long time by linking access to new information, ideas, opportunities and customers. A hypothesis based on this idea was tested using surveying method on a sample of 11 Croatian retail firms and 72 retail experts located in Croatia. Results from the survey support the hypothesis and suggest the link between firms' strategic alliances and acquiering competitive advantage.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA