COOPERATION OR COMPETITION: A STUDY OF SOCIAL CAPITAL AND PRODUCTION DECISION UNDER POTENTIAL VERTICAL COMPETITION

Abstract

Since the 2000s when retailers recognised the huge market potential, the growth of private labels has been unstoppable worldwide. As a result of the recession of national brands, manufacturers are in a relatively weaker position when dealing with large retailers. The relationship between manufacturers and retailers has transformed from pure cooperation to a delicate balance of cooperation and competition. Yet, how such a balance influences supply chain dynamics is an intriguing and overdue issue. This thesis explores the influence of social capital over manufacturers’ perceptions regarding their retailers’ trustworthiness in the presence of potential vertical competition, as well as the consequential performance from the perspective of cognitive abilities. Data was collected through an online scenario-based role play (SBRP) experiment, where 371 participants were recruited and put in three groups. In each group, participants were provided with a scenario depicting the product substitution level between a newly launched private label and a national brand. The data was analysed statistically to test the hypotheses. The results identify relational capital as the most influential dimension of social capital in suppressing manufacturer’s perception of opportunistic information sharing behaviour from retailers, and suggest that such suppression is moderated by the level of product substitution between private labels and national brands. This thesis has reference value to academia by looking into the overlapping issues of supply chain management and marketing and providing empirical evidence of the influences induced by the introduction of private labels. It also benefits industry, especially manufacturers, by giving a brief standard regarding whether to cooperate or compete when faced with potential vertical competition with retailers.