ABSTRACT

In the old structure retailing was a supply-driven model based on a supply chain and a single distribution point, the retail shop. Manufacturers made articles to be sold in shops. In the various links in the supply chain the focus was on the next link – manufacturer, wholesaler, retailer and the final customer. Manufacturers call retailers their customers, but retailers talk about customers when they talk about the final customer. In this model a manufacturer and a retailer advertise, the retailer about the articles in the shop and the manufacturer about their brands. This model is one of dependency but not of harmony. They need each other but struggle about pricing and conditions.