Buyer-seller conflict and cooperation in marketing channels: port wine distribution

The main purpose of this study is to research buyer-seller conflict and cooperation in distribution channels. Based on a multidimensional case study, eight research hypotheses were formulated. Some quantitative research was conducted, based on a questionnaire sent to 101 port wine producers and distribution companies (61 answered properly – 31 producers and 29 distributors – which gave the authors a 60% rate of response, considered to be very good for these types of studies; those 101 port wine producers and distributors initially chosen were the most important in Europe, considering the volume of production and sales, and constituting, for that reason, a convenience sample). A binary probit model was developed to analyze the data. The results of the study demonstrate that when conflict is ongoing and intense it prevents the development of cooperative relationships. A trustworthy company is more likely to solve conflicts. When trust and adaptation capabilities increase, so does potential cooperation. The results also show that the presence of a foreign sales representative in the team does not exert a negative influence on cooperation. Finally, cooperation can be considered as an important means of developing skills and resources, which can then be applied to existing transaction relationships

A cooperação na distribuição de Vinho do Porto

Pretendeu-se com este estudo investigar a cooperação na distribuição do vinho do Porto, procurando que o seu contributo prático seja significativo para o conhecimento de marketing, ao nível dos canais de distribuição, nomeadamente, que concorra para o conhecimento do processo de cooperação entre empresas produtoras/engarrafadoras de vinho do Porto e empresas de distribuição num ambiente de múltiplos canais. Efectuou-se um estudo de casos de uma empresa de vinho do Porto, estudando o perfil de distribuição e maiores evoluções ocorridas nos principais mercados: Inglaterra, França e Holanda. Do estudo resultou a formulação de doze hipóteses que foram investigadas quantitativamente, tendo sido enviado um inquérito a cento e uma empresas produtoras/engarrafadoras de vinho do Porto e de distribuição alimentar. Os dados recolhidos foram sujeitos a tratamento estatístico através do modelo Probit. A investigação teve como alicerce a teoria dos custos de transacção, teoria da dependência de recursos, teoria das redes e teoria dos jogos. Os resultados do estudo demonstraram que a opção pelos múltiplos canais constitui uma decisão estratégica para a distribuição de vinho do Porto; que as práticas de conflito, quando intensas e persistentes, impedem o desenvolvimento de relações de cooperação; que uma empresa confiável facilita a resolução de conflitos e que o aumento da confiança e a maior capacidade de adaptação incrementam a tendência para cooperar. Observou-se também que a cooperação não é afectada por factores culturais como a existência de um comercial estrangeiro e que a cooperação com os parceiros de distribuição constitui uma vantagem competitiva para as empresas de vinho do Porto.The main purpose of this study is to research cooperation in Port wine distribution. We aimed to develop a practical and significant contribution towards marketing knowledge on distribution channels, namely to learn cooperation between Port wine companies and distribution firms on a multiple channels set. Based on a case study from the Port wine industry, twelve research hypotheses were raised. The case study was carried out with a Port Wine Company, taking into consideration its distribution profile in the three main markets: France, Great Britain, and the Netherlands. We then conducted a quantitative research based on a questionnaire sent to 101 Port wine producers and distribution companies. A binary probit model was developed to analyze the data. The conceptual framework was based on Transaction Cost Theory, Resource Based Theory, Network Theory and Game Theory. The results of the study show that the multiple channels option represents a strategic choice for Port wine distribution; that conflict, when permanent and intense, avoids development of cooperative relationships; a trustworthy company has more probability to solve conflicts; when trust and adaptation capabilities increase so does cooperation potential. Results also show that the existence of a foreign Sales rep amongst the team does not negatively influence cooperation. Finally, results show that cooperation with distribution partners constitutes a competitive advantage for Port wine companies

The corporate renewal dilemma: understanding the influence of the job construct on the resource allocation process in the retail banking industry

Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales, Departamento de Organización de Empresas, leída el 07-05-2014Una de las patologías más frecuentes de las empresas modernas es conocida por el término Estancamiento. Más del 90% de las empresas lo sufrirán a lo largo de su ciclo de vida (Olson & Van Bever 2008). Esta patología consiste en una ralentización de la tasa de crecimiento orgánico, que quedará por debajo del umbral de crecimiento sostenible unida a la imposibilidad de retornar a altas tasas de crecimiento. Esta patología sucede en todas las empresas de todos los ámbitos y países. Sin embargo a pesar de haber sido objeto de estudio por parte de la comunidad científica aún nos encontramos lejos de la solución. Las investigaciones previas muestran que este es un problema complejo y cuyas implicaciones exceden el ámbito de un único campo de investigación. Por ejemplo, en la literatura de diseño organizacional existe evidencia de que mecanismos como la Inercia o las Rigideces Organizativas juegan un papel relevante en la generación del Estancamiento. En la literatura de cambio tecnológico se muestran evidencias similares con las Discontinuidades o el fenómeno de exceder las expectativas de los clientes. La literatura de marketing estratégico también muestra evidencias que la unen con este problema. Sin embargo, a pesar de la extensa literatura, cada una con sus propias conclusiones, no hay evidencias de estudios que muestren una solución clara al problema del Estancamiento. Esta tesis analiza este problema usando una metodología estructurada en dos partes. En la primera parte se utiliza una metodología que controla específicamente las variables causales y cuya unidad de análisis es el constructo “Job”, que ha sido identificado previamente en la literatura a nivel inductivo. El constructo “Job” incluye información relacionada con la industria, el diseño organizacional, el cliente y el producto. En la segunda parte se testea la influencia de la Hipótesis Espejo en la generación de Estancamiento. Posteriormente se procede a introducir el constructo “Job” y se observa si su efecto anula la influencia de la Hipótesis Espejo devolviendo a la empresa a tasas de crecimiento superiores a su crecimiento sostenible. La primera parte del estudio se elaboró con una metodología llamada Multi Método que combina datos cualitativos y cuantitativos (Tashakkori and Teddlie, 2003). Este método además controla específicamente la tipología de las variables, poniendo especial atención las que son exógenas y endógenas, inductivas y deductivas y particularmente las que son causales en relación a las que son descriptivas. En total se obtuvieron 62 variables deductivas (provenientes del cuerpo teórico) y 34 variables inductivas (que emergen a lo largo de la investigación). El estudio de campo se realizó en la industria de la banca minorista en España. La base de datos final recogió 106.452 registros. Esta riqueza de los datos permitió obtener varios constructos “Job” y compararlos en un estudio clínico. Los resultados de dicho estudio muestran que la estructura primaria descrita en la literatura se confirma y se amplía con nuevas estructuras que son completamente nuevas e inéditas en la literatura. La segunda parte del estudio se elaboró con una metodología llamada Método Mixto (Dillman, 2006; Edmondson and McManus, 2007) y sus datos provinieron de una encuesta también realizada en la industria de la banca. La encuesta obtuvo 306 registros, lo cual indica una tasa de respuesta excepcionalmente alta en esta industria. La encuesta sirvió para: 1) Triangular los resultados de la primera parte del estudio y de esta forma replicar los resultados del Multi Método; 2) Aislar la influencia de la Hipótesis Espejo en el proceso de Estagnación y; 3) Aislar la influencia del constructo “Job” en la teoría de asignación de recursos y cuál es el mecanismo por el que es capaz de generar nuevas iniciativas de alto crecimiento. En las conclusiones de esta tesis se explican las razones que causan que la Hipótesis Espejo actúe como inhibidor de las nuevas iniciativas de alto margen (actúa eliminando el Impetus). Además se concluye que mecanismos como la Inercia o las Rigideces Organizativas no son causas sino síntomas generados por la Hipótesis Espejo. Una conclusión adicional es que el constructo “Necesidad”, actualmente predominante en marketing estratégico, no contiene la información necesaria para anular el efecto de la Hipótesis Espejo ya que ésta además actúa con diferente intensidad en cada área funcional de la empresa. La tesis concluye con un experimento clínico en el que se reemplaza el constructo “Necesidad” por el constructo “Job”. Los resultados evidencian cómo la información contenida en el constructo “Job” es capaz de neutralizar la Hipótesis Espejo a través de la reasignación de recursos a las nuevas iniciativas de alto margen (actúa devolviendo el Impetus a las nuevas iniciativas del alto margen). Estas evidencias permiten concluir que el constructo “Job” es capaz de recuperar una empresa que se encuentra con un problema de Estancamiento devolviéndola a tasas de crecimiento sosteniblesOver their lifetime, more than 90% of the firms in the world will inevitably suffer from a process called Stagnation, where they will experience a substantial and abrupt growth slowdown from which they will never recover, hence never experiencing sustainable growth again (Olson & Van Bever 2008). This happens irrespective of how effective their management is, in which country they are located or the industry where they operate. Management scholars have been researching this problem for a long time, but the formula to prevent this from happening or to regain new net growth remains elusive. Previous research suggests that this challenge is very complex and that its implications remain outside of the scope of a single field of study. For instance, at the organizational level mechanisms such as Inertia, Competency Traps or Corporate Rigidities have been identified. At the technological level the role of Discontinuities, Technological Change and Overshooting have also been clearly delineated. At the Marketing level the limitations of consumer information and the foundational blocks of consumer research have also been identified. Despite this extensive literature results are not improving, it appears that even combining all these factors it’s still not enough to prevent Stagnation. This thesis tackles this challenge in a different way and using a two‐step methodology. First it uses a new methodology that specifically controls for causality while it isolates and understands the anatomy of a new corporate “cell” that has been defined previously at the inductive level in the literature and that predicts consumer behavior with a substantially higher level of accuracy. This “cell”, named the Job Construct contains multilevel information that affects the industry, the firm’s Organizational Design, the Consumer and the Product. Second we test the influence of the Mirroring Hypothesis as the causal variable that generates Competency Traps, Inertia and Corporate Rigidities. We then subsequently introduce the Job Construct in the research to clinically control for its influence and in particular for knowing if this new “cell” is capable of overcoming the influence on the Mirroring Hypothesis resulting in the re‐engagement of the firm in new net growth. Two research methodologies were used. First a Qualitative – Quantitative Sequential Multi‐Method Model (Tashakkori and Teddlie, 2003) was used to isolate and understand the anatomy of the Job Construct. This model was designed emphasizing the control of exogenous and endogenous variables, inductive and deductive variables and causal and attribute‐based variables. This model is based on Qualitizing data and replacing most of the qualitative steps performed in any given ethnographic study with quantitative methods. A total of 62 Deductive codes were obtained from four literature reviews and were consistently tested in the research. In addition 34 Inductive codes emerged from the research being most of them completely new to the extant literatures examined. Twelve datasets collected from the Spanish Retail Banking industry were used to first confirm the existence and then isolate and examine in detail the anatomy of the Job Construct in three Circumstances. The richness of the study (in total 106,452 codes were elicited) allowed to clinically compare the different Job Constructs that were obtained and comprehend in details their inner workings. Three of their branches – that had been Inductively described in the extant literature – were confirmed but also two more branches were also identified. An additional two were observed but not subsequently tested because of the limitations of the Unit of Analysis. The second research methodology used in this research was a Mixed Method (Dillman, 2006; Edmondson and McManus, 2007). The total survey response was 306 registers, this large sample survey analysis was used to: 1) Understand the influence of the Mirroring Hypothesis in the process of Stagnation of firms; 2) Capture the influence of the Job Construct on the Resource Allocation Process and how it reignites new net growth and 3) Triangulate the findings on the Job Construct that had been obtained using the Multi‐Method Model. This study shows that the Mirroring Hypothesis is what’s causing that new High‐Margin initiatives fail to gain Impetus. It shows that Inertia, Competency Traps and Organizational Rigidities are lagging effects of the Mirroring Hypothesis. Another finding is that the Needs Construct doesn’t contain the information necessary to overcome the Mirroring Hypothesis and that the Mirroring Hypothesis doesn’t block uniformly the firm but that its influence is different in each Functional Unit. The study concludes that the Job Construct contains the information necessary to overcome the Mirroring Hypothesis’ rigidities and provide again Impetus to new High‐Margin initiatives. Lastly this study shows that the Job Construct strength can recover a firm that’s suffering from Stagnation, re‐engaging it in new net‐growthDepto. de Organización de EmpresasFac. de Ciencias Económicas y EmpresarialesTRUEunpu