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An analysis of collaboration between Coca-Cola and Carrefour using drama theory
by Yuanita Handayati, Togar M. Simatupang, Ramaswami Sridharan
International Journal of Value Chain Management (IJVCM), Vol. 5, No. 1, 2011
Abstract: Collaboration is a process in which participating members work together to improve overall performance. However, the participants often face conflicting interests that hamper the implementation of collaboration. This study aims at analysing the collaboration process between Coca-Cola and Carrefour. Graph model for conflict resolution (GMCR) and drama theory are employed as complementary methods in modelling and analysing strategic conflicts. Collaboration between Coca-Cola and Carrefour took place in two functions of marketing and supply chain. The former function could be illustrated in a set of episodes that showed how Coca-Cola and Carrefour agreed to run promotion programmes together. Episodes in the supply chain function show that Coca-Cola agrees to improve the level of service and Carrefour agrees to share customer information. This paper contributes to the current knowledge of collaboration by focusing on a specific sequence of episodes in which participating members interact to accommodate significant emotional events.
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