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Determinantes do relacionamento no canal de distribui????o : um estudo no setor de bebidas

By Fernando Bergamin

Abstract

Os canais de marketing e distribui????o podem ser considerados um dos elementos mais importantes da estrat??gia de uma organiza????o. A natureza de interdepend??ncia e relacionamento entre as organiza????es envolvidas nos processos de comercializa????o e transfer??ncia faz dos canais um recurso valioso e dif??cil de ser imitado, constituindo-se em uma esp??cie de compet??ncia essencial e distintiva para as empresas que compreendem a import??ncia das rela????es no canal. Al??m disso, a compet??ncia na consecu????o da estrat??gia de canal de marketing pode ser um fator cr??tico de sucesso ?? medida que contribui com objetivos de vendas e de posicionamento de uma empresa e sua marca. Fundamentando-se em modelos te??ricos encontrados na literatura sobre marketing e canais de distribui????o, o estudo aqui desenvolvido tem por objetivo investigar as caracter??sticas do relacionamento entre fabricantes e varejistas no canal de distribui????o de bebidas, pressupondo-se que a confian??a e a depend??ncia podem levar a um comprometimento das partes eMarketing channels and distribution can be considered one of the most important elements of the strategy of an organization. The nature of interdependence and relationship between organizations involved in the process of marketing and channels of transfer makes these channels a valuable resource and difficult to be imitated, thus becoming a sort of core and distinctive competence for companies that understand the importance of relationships in the channel. In addition, competence in delivering the strategy of marketing channel can be a critical success factor as it helps with sales goals and positioning of a company and its brand. Relying on theoretical models in the literature on marketing and distribution channels, the study developed here aims to investigate the characteristics of the relationship between manufacturers and retailers in the distribution channel of beverages, assuming that trust and dependence can lead to a commitment of the parties and the long-term orientation. Therefore, a survey of thre

Topics: compromisso, confian??a, depend??ncia, relacionamento, canais de marketing e distribui????o, commitment, dependence, relationship, trust, marketing channels and distribution, Ci??ncias Sociais Aplicadas
Publisher: Universidade do Vale do Rio do Sinos
Year: 2015
OAI identifier: oai:agregador.ibict.br.BDTD_UNISINOS:oai:www.repositorio.jesuita.org.br:UNISINOS/2753
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