Distribution in Romania at the shelf supremacy’s moment of truth: competition and cooperation
Author:Prof. univ. dr. Theodor Valentin Purcarea, Conf. univ. dr. Anca Purcarea
JEL:D23, D43, K21, L41, L42, M38
DOI:
Keywords:retail market, producer-distributor-consumer partnership, large
distribution chains, slotting fees, consumer welfare.
Abstract:
This article explores the development of the Romanian retail market, the recent
evolutions on this market and the impact of the recent conflict between the retailers and the
Romanian producers, starting from current questions not only in Romania but also at
European level. The beginning of this conflict producers-retailers emphasized the accent
placed on the retailers’ ethical behaviour in the context of the buying process of products
from suppliers, namely the numerous slotting fees imposed on the suppliers so that their
products reach the store’s shelves, covering the supply chain’s path whose efficacy depends
on the collaboration relationships between participants, who also confront with a series of
legal and ethical constraints, the legal ones resulting, in general, from the competition
legislation and the one concerning consumers protection. Romania has confirmed its
positioning as an important market for the large distribution chains. The promoter of the development of retail networks has been the consumer behaviour, within the challenging
framework of the relation between marketing’s impact on consumer and consumer’ impact
on marketing strategies.
At the moment, numerous well-known distribution chains are actively participating
on the Romanian market. The necessity of building an ecosystem of conversation, based on
interpersonal communication, is being emphasized, creating a shared experience, building
trust and strengthening the relationships between the participants in the supply chain. This
involves evaluating the relationship between Romanian producers and the large
distribution chains and the impact of this relationship on the social welfare.