Manufacturer–retailer collaboration in the supply chain: Empirical evidence from the Greek food sector

The purpose of this study is to examine collaboration between food manufacturers and retailers and compare

their motivation to collaborate the possible areas for collaboration and the preferred type of collaboration.

Using a large quantitative sample of the Greek food sector, we compare and contrast what triggers retailers

and manufacturers to get involved in long-term collaboration.We also compare the types of collaboration

favoured by each group and illustrate the factors which influence the favoured type of collaboration for

both manufacturers and retailers. Results show that the type of collaboration preferred is related strongly

to specific factors, such as physical distribution management, trust and commitment to collaboration, and

effective information management, with the last one commanding an increased role in the years to come.

Another key finding is that transaction collaboration is the preferred collaboration type for these chain

members.