Współpraca małej firmy z siecią handlową – aspekty marketingowe
Cooperation of a small company with the retail network – marketing aspects

Summary/Abstract: The paper presents the conditions and characteristics of small business cooperation with the retail network. Despite the dominant bargaining power of the network towards small suppliers, 196 Stanisław Skowron the paper shows the possibility of building the attractiveness of the provider’s offer on the background of expectations of the network and of retail outlets, thereby strengthening the position in the competitive area of a network. In terms of marketing the relations of the supplier with the retail network were defined from two perspectives: as the factor modifying the synergy of the network effect and economies of scale in the development of networks and as the factor strengthening the process of shaping customer satisfaction and customer loyalty of the network client.

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