A new approach for understanding hindrances to collaborative practices in the logistics channel

Purpose – The paper attempts to determine whether decision‐makers in the manufacturing and retailing industry really wish to implement cooperative logistical relationships in the long term. Design/methodology/approach – In order to answer the question, the authors have resorted to studying decision‐makers' private speech and to trying to discover the real meaning of their declarations. An original content analysis technique is implemented, which makes identifying hindrances to collaborative practices in the logistics channel possible. Findings – From the main results, it can be concluded that logistical relationships still tend to lead to vertical competition. This finding is surprising when confronted with the development of academic literature on the so‐called foreseeable evolution of food marketing channels. Research limitations/implications – The research relies on a reduced sample of 17 managers of major French manufacturing and retailing firms. Moreover, the data are generated by face‐to‐face interviews, which may introduce a biased view linked to the willingness to give a positive image of the firm. Originality/value – The main results underline that the generalization of collaborative practices in the logistics channel is not always present in the frame of mind of decision‐makers as it appears through their private speech. From this point of view, the research can help in conducting negotiations, as well as in training future decision‐makers in business schools.