B2B Buyer-supplier relationship in the beverage industry: power dynamics, governance, and long-term partnership

  • Sergey Yukechev

Student thesis: Bachelor's Thesis

Abstract

This thesis examines the complex relationships between buyers and suppliers in the beverage industry, investigating how power, governance, and sustainable procurement affect these connections. The research is carried out within the context of the beverage industry that has intricate supply chains and rapidly changing market conditions. The review of literature extensively covers well-established theories about B2B relations with special reference to long-term partnerships where power and governance are key factors. It also looks into some specific challenges faced by the beverage sector as well as trends that have been witnessed over time including shifts in market dynamics, technological advancements and sustainability. To gain more insights, six professionals were interviewed from wine, beer, beverage distribution and hospitality industries during this research. The interviews were analyzed using MAXQDA software in order to connect theoretical concepts with practical examples thereby identifying emerging trends and challenges in managing these relationships. The results emphasize how vital power dynamics and governance are to the efficient management of these kinds of interactions. Furthermore, there is an evident trend toward sustainable practices that are changing the way businesses communicate with one another. Significant distinctions between the European and Russian contexts are also uncovered by the study, notably in the ways that businesses react to and handle external demands and legislative changes. This research provides useful guidance for professionals within the industry as well as policymakers by comparing what was gathered in the interviews with existing literature. The study highlights that this requires flexible governance approaches and sustainable procurement measures in dealing with intricacies of the beverage sector. In conclusion, the thesis identifies prospective areas for additional research even as it admits some limits, such as focusing on particular beverage sectors and Russia's particular political and socioeconomic situation. Examining buyer-supplier interactions in different markets and industries is one of them. Another is highlighting how successful and longlasting partnerships in a complicated global market require constant innovation and adaptability.
Date of Award2024
Original languageEnglish
SupervisorFranziska Benedetter (Supervisor)

Cite this

'