Zeitschriftenaufsatz
Power as a coordination tool: Ideas for the agri-food industry using the example of wine cooperatives


Details zur Publikation
Autorenliste: Hanf J.H., Belaya V., Schweickert E.
Jahr der Veröffentlichung: 2012
Quelle: Berichte über Landwirtschaft
Bandnummer: 90
Heftnummer: 3
Erste Seite: 429
Letzte Seite: 446
ISSN: 0005-9080
Sprachen: Deutsch
Peer reviewed

Abstract
Power as a coordination tool: Ideas for the agri-food industry using the example of wine cooperatives As the German agrifood industry is characterized by high competitiveness, the importance of customer orientation has been increasing for many years. As a result, firms work hard to differentiate their products and services. As an example, German retailers are increasing their company profile by establishing retail brands and specialized assortments. Wine is often used in this context. The retailer is responsible for the quality of the wine that is sold under the retailer's brand. The retailer must therefore ensure that the quality requirements are complied with to a sufficient degree throughout the chain - from grape production to the retail shelf. For example, wine growing and production requires special knowledge, hence today the importance of vertical coordination between retailer, processor and grape producers is increasing. Such forms of coordination are also called "supply-chain networks". Due to the characteristics of wine, the networks in this sector are generally strategic networks. Such networks can be characterized as pyramidal-hierarchic collaborations which possess a focal firm (chain captain) that coordinates the network in a hierarchical style. This means in the wine sector that the focal company faces the challenge of managing and integrating many (small) wine growers. Cooperatives, as the traditional form of horizontal cooperation, play a key role in this regard.