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.