Jekaterina RindtTeaching Associate, PhD student
Dealing with Risk and Uncertainty in Global Manufacturer-Retailer Networks
My research interest lies in the area of risk and uncertainty management in business networks. The increasing globalization of markets, dependency on outsourcing and highly calibrated inter-organizational activities for gaining competitive advantage have propelled risk and uncertainty management to the top of many companies’ agendas. Together with sophisticated supply chains, multiple product touch-points in diverse geographical areas and increasingly demanding end-consumers, companies become more vulnerable to previously unknown risks, higher risk probabilities and impact. Disruptions occurring in any part of the business network may result in declining market shares, stock prices and operating performance, negatively affect other business relationships or even cause a company to go out of business.
Academic interest in understanding risk and uncertainty management in global markets typically originates from research in finance, operations, supply chain management and logistics. However, risk and uncertainty are not selective in their impact and understanding their origins, dynamics and consequences for marketing becomes increasingly a necessity. Many areas of marketing, including business relationships, product or service development, packaging, managing distribution channels, brand development and communications - to name just a few – are exposed to potentially harmful risks that have their origin beyond the horizon of a company’s normal operations.
The aim of my Ph.D. research is to shed light on the processes, actors and the challenges the latter face in mitigating risk and uncertainty through network interaction. Particular attention is paid to network power and dependency structures and how companies utilize their network positions to develop mechanisms for reducing risk, uncertainty and complexity. One critical mechanism observed in global food retail networks is the increasing proliferation of ‘private rules’ developed by more powerful players within an industry. ‘Private rules’ refer to sets of business standards and contractual rights and liabilities that are developed, enforced, sanctioned and adapted by individual or multiple companies by means of business codifications and/or third party audits. ‘Private rules’ are typically communicated via standardized, legal artefacts which are continuously adapted to changing business and market requirements. Serving the needs of increasingly globally operating businesses, private rules are designed to govern whole business networks across national boundaries, hence contrasting with typically geographically bound governmental standards and regulations. In the course of working on my Ph.D. dissertation and other research projects, I am interested in projects that further research and enhance our understanding of:
- Risk and uncertainty management in business networks
- Private ordering mechanisms in inter-organizational relationships
- The development, use and change of inter-organizational legal artefacts
for marketing theory and practice.
The Ph.D. dissertation is embedded in the critical realist paradigm and is empirically grounded in case study research conducted between 2011 and 2014 in the German food retail business.
Exercising power in asymmetric relationships: the use of private rules
Rindt, J., Mouzas, S. 07/2015 In: Industrial Marketing Management. 48, p. 202-213. 12 p.
Networking as a process of private ordering
Rindt, J., Mouzas, S. 3/09/2014
Private rules in global networks: hedging against risks
Rindt, J., Mouzas, S. 2/09/2013 In: 29th Industrial Marketing and Purchasing Group Conference, Atlanta, USA. Industrial Marketing and Purchasing Group p. 1-31. 31 p.