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Kontroll, Lönsamhet eller bägge?: - Dilemmat i distributionskanalvalet
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
2014 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [sv]

Bakgrund: Aktörer inom hemelektronikbranschen har under senaste tiden gjort stora förluster, något som i dag resulterat i somliga aktörers konkurs. Med en ständigt ökande priskonkurrens mellan aktörer pressas både marginalerna och möjligheten till lönsam handel. Kontrollen över aktörens marginaler och lönsamhet blir därmed av väsentlig betydelse. Speciellt där aktören står inför ett flertal distributionsval, alternativa distributionskanaler. 

Syfte: Syftet med denna studie är att förklara de bakomliggande orsakerna till grossistens val av distributionskanaler utifrån transaktionskostnadsteorin.

Metod: Studien har en deduktiv ansats där den teoretiska utgångspunkten grundar sig på transaktionskostnadsteorin, flödesekonomi och logistikkostnad. Vilka tillsammans avser att förklara de bakomliggande orsakerna till grossistens val av distributionskanaler. Studiens kvalitativa enfallsstudie bygger på inhämtad data i form av ostrukturerade intervjuer, semistrukturerade intervjuer, avtal, mätningar samt redovisningsunderlag från samarbetsföretaget.

Slutsatser: Studiens resultat visar på att transaktionskostnadsteorin kan förklara valet av distributionskanaler utifrån kontexten teorin är utvecklad för, det vill säga från tillverkare till slutkonsument. Transaktionskostnadsteorin misslyckas dock att förklara valet av distributionskanaler i studiens applicerade kontext, som istället utgår från grossistens perspektiv. Till skillnad från transaktionskostnaden runt om kontraktet förklaras grossistens val av distributionskanaler utifrån de kostnader som finns inom det slutna kontraktet. 

Abstract [en]

Background: Players in the consumer electronics industry has recently made huge losses, which today resulted in some player’s liquidation. With the ever-increasing price competition between players pushing both margins and the potential for profitable trading. The control of the player’s margins and profitability are therefore essential. Especially where the operator is facing multiple distribution options, alternative distribution channels.

Purpose: The aim of this study is to explain the underlying causes of the wholesaler's choice of distribution channels based on transaction cost theory.

Method: The study has a deductive approach where the theoretical framework based on transaction cost theory, supply chain management and logistics cost. Which together are expected to explain the underlying causes of the wholesaler's choice of distribution channels. The qualitative case study in this study is based on acquired data in the form of unstructured interviews, semi-structured interviews, contracts, measurement and accounting data from the partner company.

Conclusions: Our results shows that the transaction cost theory may explain the choice of distribution channels based on the context under which the theory was developed, that is, from the producer to the final consumer. Transaction cost theory fails however to explain the choice between distribution channels in the applied context of the study, which instead is based on the wholesaler's perspective. In contrast to the transaction cost around the contract a wholesaler’s choice of distribution channels are explained by the cost within the contract. 

Place, publisher, year, edition, pages
2014. , 137 p.
Keyword [en]
Transaction cost theory, Transaction cost economics, Distribution channels, Logistic costs, Supply chain management
Keyword [sv]
Transaktionskostnadsteori, Transaktionskostnadsekonomi, Distributionskanaler, Logistikkostnader, Flödesekonomi
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-34571OAI: oai:DiVA.org:lnu-34571DiVA: diva2:720976
External cooperation
Electra Sweden AB
Subject / course
Business Administration - Accounting
Educational program
Business Administration and Economics Programme, 240 credits
Presentation
2014-06-04, Weber, Universitetsplats 1, Växjö, 10:00 (Swedish)
Supervisors
Examiners
Available from: 2014-06-16 Created: 2014-06-03 Last updated: 2014-06-16Bibliographically approved

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