Do you speak "added value"? : En fallstudie av tre gallerior sett ur ett nätverksperspektiv med fokus på interaktionen mellan förvaltning och hyresgäster.

by Chung, Anita; Rahmn, Malin

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.