Interaktion och integration : Relationer i en dropshippingkontext

Sammanfattning: Two of the strongest mechanisms behind the extensive structural change in trade are the rapid growth of digitalization and e-commerce. New opportunities have changed the purchasing behavior as well as the trading structures. In order to remain competitive on the market, companies need to change their traditional structures, become more agile and start collaboration with external actors in so-called network organizations. Many e-tailers therefore choose to outsource activities such as warehousing and deliveries in order to be able to focus on their core competence. Dropshipping as a logistic business model enables direct delivery from the supplier without any physical involvement from the e-tailers. Consequently, the parties are to a large extent depending on each other's knowledge, resources and good intentions. This study has been designed to investigate how e-tailers how they relate to their supplier relationships when dropshipping is used as a supply strategy. The aim of the study is also to create a deeper understanding of how dropshipping affects the intensity and dependency of supplier relationships and how e-tailers handle any conflicts that arise. The study shows that technical integration might replace personal interaction and the cooperation will mainly be focused on technical solutions. Technical integration will thus become the main source of a deeper cooperation and likewise be important for the financial outcome. The majority of the respondents express that the dropshiping process does not require personal interaction, but might be necessary when it comes to solve problems that may arise. The participating companies primarily try to solve any problems and conflicts through dialogue. If a conflict arises and the problem cannot be solved, the e-tailer will most likely end the business relationship anyhow. For a e-tailer who has access to an internal warehouse, repeated conflicts with the supplier might lead to the products being taken into its own warehouse instead. The study shows that the supplier's commitment and willingness to adapt to the e-tailer's needs, is closely associated to the e-tailer 's purchasing power. The relative negoatiating power will thus have a direct impact on the business development.