Small food businesses gain bargaining power through proactivity in relationship marketing
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Business relationships between small food businesses and their large-scale clients are often characterised by a power imbalance. However, a recent doctoral dissertation by Leena Viitaharju at the University of Vaasa shows that small businesses can improve their position by building trust systematically and actively managing their business relationships.
Approximately 94% of Finnish food companies employ fewer than 50 people. These small businesses operate in a market environment where the buyer side—both in retail and the public sector – is highly concentrated. In such asymmetrical relationships, the larger party often dictates the rules.
However, M.Sc. (Econ.) Leena Viitaharju’s doctoral research in marketing demonstrates that a small business can build more balanced cooperation by taking an active role in relationship marketing rather than simply adapting to demands.
– A company's own proactivity in relationship marketing is of great importance. Trust is built by knowing your partner and investing in things the counterparty values – whether those things are product features, reliability, or matters related to corporate reputation. Communication and joint innovation processes with customers can also reduce the power imbalance in the relationship, says Leena Viitaharju. Her doctoral dissertation is a multi-method entity consisting of four sub-studies.
Small businesses are a part of security of supply
Alternative distribution channels, such as REKO local food networks, now offer small businesses possibilities for new marketing relationships alongside major retail chains. This development has increased the independence of small businesses. Municipalities can also promote locally produced food through their own procurement processes.
– It is important for municipal decision-makers to consider the positive impact of local food on the regional economy, rather than focusing solely on the purchase price. There are also excellent examples of innovative procurement where the buyer and small producer develop a new product together to meet an identified consumer need.
Viitaharju’s research links to the current debate on the resilience and self-sufficiency of the food system. Security of supply should not be viewed solely through production volumes, but also through the diversity of production.
– If the operating conditions for small businesses weaken and relationship marketing is not invested in, the entire food ecosystem is compromised. A vibrant network of small businesses across Finland is an essential part of national security of supply.
Dissertation
Viitaharju, Leena (2026) Asymmetrical business relationships as a marketing management challenge for small food businesses. Acta Wasaensia 584. Doctoral dissertation. University of Vaasa.
Public defense
The public examination of M.Sc. Leena Viitaharju’s doctoral dissertation “Asymmetrical business relationships as a marketing management challenge for small food businesses”will be held on Friday 5 June 2026 at 12 in Seinäjoki (Seinäjoki University Consortium, Frami, Auditorium F128, Kampusranta 9, Seinäjoki).
It is possible to participate in the defence also online:
https://uwasa.zoom.us/j/66493078953?pwd=xP5mq1H8SIU6mDkF5JDA1lXZR9lJY1.1
Password: 047768
Professor Rami Olkkonen (University of Turku) will act as opponent and Professor HarriLuomala as custos.
The defence will be held in Finnish.
Tietolaatikko
Further information
Leena Viitaharju graduated with a Master of Science in Economics and Business Administration from the University of Jyväskylä in 1999. She serves as a Project Manager at the University of Helsinki's Ruralia Institute, working on research and development projects within the food industry.