The Category Management Handbook

Activity 23Power/dependency profiling

Figure 4.8 Power/dependency profiling

Source: adapted from Cox et al. (2002)

Overview

The power/dependency model charts the four potential power structures between any two parties in a commercial relationship. It recognises that both parties have elements that give them power and that therefore these respective positions need to be charted against each other.

The authors refer to these elements as ‘critical assets’, but they could equally include know-how, superior capabilities, market position and intellectual property.

The authors of this model claim that the power of one party over another is based on ...