Do you speak "added value"? : En fallstudie av tre gallerior sett ur ett nätverksperspektiv med fokus på interaktionen mellan förvaltning och hyresgäster.
This essay is about how the interaction and cooperation between a mall and its tenants
operate. In the background, it appears that there is a marked increase in the galleries
in Sweden and this increase not only in number but also in size. All this takes place in
a very competitive market with a relatively high degree of uniformity. For long-term
survival in the market must therefore malls to create new values in different ways.
The essay is designed to by a number of qualitative interviews with management of a
total of three malls and four tenant stores in each mall analyze and evaluate the
conditions for interaction between mall management and tenants. The study is written
from a network perspective with a focus on just the interaction between companies
and customers as part of a value-creating process of increased competitiveness.
The central theory area that the paper deals with and which naturally follows from
this is the relationship marketing. Moreover the network approach and value theory,
both of which can be linked to relationship marketing.
The analysis and the result has been the authors found that all respondents’ galleria
administration sees the cooperation with its tenants as a value creation process. They
use all of relationship marketing, and recognize the importance of having the network
as part of a functioning business. However, as some malls have other adding value
activities in first hand than cooperation with the tenants. It was also found that some
differences exist between the major chains and smaller chains/stores with the current
cooperation with the mall management. The findings show that the cooperation
between mall management and tenants is an important value creation process for
long-term survival. But since many malls today, builds on and out, the brand-building
during this rebuilding process has become an even more important value activity.
Source Type:Master's Thesis
Keywords:relationship marketing involvement added value networking galleries cooperation interaction relationsmarknadsföring involvering mervärdeskapande nätverk gallerior samarbete interaktion business studies företagsekonomi
Date of Publication:01/01/2009