Christopher Leach
Centre for Strategic Marketing and Sales,
Cranfield School of Management
Qualifications
BA Hons Retail Marketing
Background
Chris has worked for nearly 20 years in the UK Grocery Industry, in sales and marketing roles for major suppliers, and also in a retailer (Tesco). For the past 11 years Chris has worked as a consultant in this industry, particularly in the areas of facilitating retailer and supplier joint working.
Research Topic
What are the benefits to UK Grocery suppliers of adopting a collaborative relationship with their customers?
Research Issue
Chris is looking to explore:
• What value is created in collaborative relationships between retailers and their suppliers?
• What are the different types of relationship that exist between retailers and suppliers?
• How the value is created, what process and concepts exist in the literature to explain how value can be created in this context?
• How is value measured and what mechanisms exist for the sharing of value?
• What are the key factors impacting on collaboration at a personal level in retailer and supplier relationships; as opposed to wider inter organisational factors?
Sector
UK Grocery Industry
Research Methods
Case Study
Relativist
Theoretical Perspective
Chris research interests are in the areas of
Key Account Management (KAM); supply chain; retail buying – procurement; business to business strategy and collaboration
Why I Chose Cranfield
The opportunity to work with the leading academics in key account management field