Vertikal integration - en källa till värdeskapande för företag?

Sammanfattning: Abstract Title: Vertical integration, a source of value adding for companies? Seminar date: 2012-06-01 Course: FEKH95, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or ECTS-cr Authors: Nilsson, Per: Wendel, Emelie: Persson, Sara Advisor/s: Claes Svensson Key words: Vertical integration, Farmshops, Value Creation, Perceived Customer Value, Willingness to pay, Strategy, Strategic Management Purpose: Analyzing whether the rate of vertical integration for a company can result in added value for customers and/or additional willingness to pay for their costumers. Method: The authors use a quantitative and a qualitative study, where the quantitative study provides the basis of the thesis. The quantitative study consists of a survey in which customers in farm shops value preferences with purchase. The qualitative studies consists of a semi-structured interview, observations and conversations in the farm shops. Theoretical perspective: The theoretical perspective is based on the theory of Transaction Cost Economics. Furthermore, the authors present theories of perceived customer value, willingness to pay, measurement of vertical integration and a self-constructed model to illustrate a possible connection between the degree of vertical integration and perceived customer value and/or willingness to pay. Empirical foundation: A brief description of the industry and the quantitative study. Furthermore, observations and conversations made in the farm shops are presented. Conclusions: The authors discusses the empirical and the theoretical findings. The discussion leads to the result that one can not see a positive connection between the degree of vertical integration and an increasing perceived customer value, although customers seems to be willing to pay more for a product that are characterized by a higher degree of vertical integration, that is, to a greater extent have been produced within the firm’s boundaries.