Critical Success Factors for Negotiations Between Small Producers and National Retail Chain Buyers
DOI:
https://doi.org/10.5281/zenodo.18168778Keywords:
retail negotiations, small producers, Ukrainian retail chains, retail buyers, supplier strategy, pricing, partnership development, category management, wartime economy.Abstract
This study provides a comprehensive analysis of critical success factors in negotiations between small producers and buyers of national retail chains in Ukraine amid martial law and retail market transformation. The methodology combines comparative analysis of leading retail chains’ strategies, systematization of supplier requirements, and identification of effective negotiation practices. Findings show that successful integration depends on three components: strategic preparation focused on category value, tactical capability to build long-term partnerships, and operational supply reliability under infrastructure constraints. Results indicate heightened entry barriers caused by inflation, infrastructure damage, and stringent requirements. Negotiation success arises through product differentiation and pricing justification.
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Copyright (c) 2025 Kateryna Lapuzina
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