Relationship Marketing Strategies: When Buyer and Supplier Follow Different Strategies to Achieve Performance

Relationship marketing is essential for success in business. The need to understand better the differences in the strategies buyers and suppliers follow is what has motivated this study. We drew on emerging perspectives on inter-firm governance and networks to develop a theoretical framework to understand the success of long-term relationships. We tested the framework using data from 67 merchant distributors (buyers) and 174 suppliers of theirs in the Dutch potted plant and flower industry. While the most successful distributors tend to take the “hard”, tangible strategy using transaction specific investments and fostering joint action, the successful suppliers take the “soft”, social approach by emphasizing trust and the norm of flexibility in the relationship

Social Networks and Sales Performance

This paper argues that an informal network can itself be a basis for the increase in a sales manager’s performance. Informal networks create a structure that surpasses the formal hierarchical structure defined by the firm. We concentrated on the advice network and considered two different views of network structure that claim to have impact on performance. To explore this claim, we examined whether sales managers develop either a highly cohesive network structure (i.e. Coleman’s view) or one containing structural holes (i.e. Burt’s view) in order to achieve higher sales. We also investigated the matter of tie strength put forward by Granovetter in his seminal 1973 work. Census data was collected from about 500 personnel from an agricultural input retailer having 23 divisions. Estimates from a sample of 101 sales managers showed the importance of a highly cohesive structure (degree centrality) for the three measures of sales manager’s performance. The strong ties have a positive impact on performance, suggesting the importance of building up strong bonds with network contacts. Sales managers’ age, time within the retailer and education also influence performance. These results imply that firms should stimulate contacts among personnel to spread technical and commercial information

The Enhancing Impact of Friendship Networks on Sales Managers’ Performance

This paper examines how relationships with friends moderate the impact of professional networks on sales performance. Based on a sample of 204 sales managers in a professional service company, this study presents evidence that friendship networks amplify the effect of sales forces’ professional networks on new product sales as well as on prospecting and converting new deals. Our results offer important insights into the socio-cognitive perspective of sales management literature and suggest that firms should encourage managers to improve their friendships in order to access valuable information that will enhance customer knowledge and support their sales efforts

The Impact of Downstream Network Subgroups on Collaboration and Performance: A Survey of Buyer-Supplier Relationships in the Dutch Flower Sector

In this paper, we aim to identify those network subgroups that enhance the collaborative governance in a focal buyer-supplier relationship. We argue, that partners in a focal buyer-supplier relationship can be seen as embedded in a broader network of business relationships with network subgroups, (e.g. other buyers, buyers customers), which provide information that can support the collaborative governance, assessed by flexibility, joint planning and joint problem solving, by lowering the level of information asymmetry between the partners. Empirical evidence was gathered through a mailed questionnaire returned by 175 Dutch suppliers of potted plants and flowers. Our results show the importance of the information provided by the network subgroups to manage the focal buyer-supplier relationships and ultimately the impact on performance. Interestingly, although five network subgroups were mentioned in the questionnaire, suppliers only obtained reliable information for their focal relationship from the downstream subgroups of other buyers (i.e. merchant-distributors) and buyer's customers (i.e. supermarkets and flower shops). In order to avoid redundancy, managers in seeking information in their business network should not consider the network as a whole, but rather the downstream subgroups.Industrial Organization,

RESPONSABILIDADE SOCIAL: O QUE OS FUTUROS ADMINISTRADORES ENTENDEM SOBRE O CONCEITO?

The main purpose of companies nowadays is not only generation of profits for shareholders and investors, of jobs and income or even their own survival and growth. Companies are also responsible for sustainable development and social equity. The objective of this study is to identify the interpretation of undergraduate management students on social responsibility, based on the assumption that these students are the next generation of managers. In addition, this study analyzes the socio demographic antecedents of social responsibility: age, gender, semester in the university, family monthly income, contact with the issue in the university and the impact of social projects on financial performance. In total, 250 structured questionnaires were applied in two different universities in São Paulo State. Results show that the respondents do not have a complete understanding of what social responsibility is. This incomplete perception can influence negatively the commitment of companies to social projects and, consequently, to sustainable development.social responsibility, concept interpretation, undergraduate students, Agribusiness, Agricultural Finance, Industrial Organization,

ELEMENTOS MOTIVADORES DA GESTÃO AMBIENTAL EM UMA UNIDADE PRODUTORA LEITEIRA: UM ESTUDO DE CASO NA HOLANDA

The environmental impact caused not only on agriculture but also for all economic production has changed the development model adopted by society. Several proposals are presented regarding the control of environment impact, which goes worse every day. Thus, some organizations have changed their practices related to the environment, by introducing principles of environmental management and sustainability. However, the purposes of an organization do not always correspond to favorable environmental practices. Motivated by these contradictions this case study was carried out in The Netherlands. The objectives of this study are understanding the incorporation of the environmental variable, finding out the factors that motivate such incorporation, as well as defining the environmental behavior of a Dutch dairy farm. The results showed that this organization will not arouse serious environmental impact, but it was verified that there is a common behavior of “putting out the fire†in the production process when it comes to environmental problems, characterizing its behavior as more reactive than active. In terms of theorical purposes versus actually executed practices the behavior of the organization can be defined as being somewhere between a responsible and a follower organization. The incorporation of the environmental variable by the use of environmentally correct practices was motivated by an external element which is the existence of an environmental legislation instead of an environmental conscience.environmental management, organizational behavior, Dutch dairy farm.,

Em busca da identificação de valores regionais: subsídios para discussão de estratégias mercadológicas

ABSTRACTThe quest for regional values: inputs into the discussion of marketing strategiesThere have been dramatic changes in regional development patterns and business expansion throughout Brazil. This certainly poses both opportunities and challenges for marketing activities due to regional particularities. One way to identify and understand regional aspects is the study of social values. This paper tries to identify differences in social values among four Brazilian state capitals: Belém, Porto Alegre, Salvador and São Paulo. It presents a literature review on microculture, emphasizing the issue of social values. The analysis is based on Rokeach’s list of terminal and instrumental values. This list formed the basis for document and content analysis of eight transcriptions of focus groups on business and leisure trips. The identified values show interesting variations among the studied cities, indicating a predominance of imagination and logic in Belém, whereas Porto Alegre is characterized as gentle and useful. In Salvador there seems to be a predominance of capacity and intellectuality, while ambition and love stand out in São Paulo. The results also show that there is a body of common values, such as independence and responsibility, besides work and family. This study provides evidence that, despite belonging to the same country, Brazilians from different areas have different patterns of social values. Companies need to consider these differences when they draw up their marketing strategies

Entendendo o conceito de sustentabilidade nas organizações

Las empresas encuentran dificultades para asociar discursos y prácticas de gestión con la interpretación completa del concepto de sustentabilidad. El objetivo en este estudio es identificar la interpretación atribuida al término sustentabilidad en las empresas y analizar los factores que influyen en dicha interpretación. Los factores seleccionados en la investigación fueron: escolaridad, tipo de tarea realizada en la empresa, discurso organizacional y prácticas organizacionales. En total, se entrevistaron a setenta empleados de dos empresas líderes regionales en sus sectores, por medio de un cuestionario estructurado. Los resultados de los análisis del modelo estimado demuestran que hay mejor comprensión del concepto de sustentabilidad cuando el nivel de instrucción es más elevado y cuando hay más prácticas sociales de gestión. Se observó que, para los empleados entrevistados, la plena comprensión del término sustentabilidad está perjudicada por las prácticas económicas. Los demás factores del modelo no presentaron coeficientes significativos. El estudio permite concluir que, aunque muy discutido teóricamente, el significado del término sustentabilidad no está claro para la mayor parte de los empleados, lo que impide cambios prácticos y efectivos hacia la sustentabilidad.As empresas encontram dificuldades em associar discursos e práticas gerenciais à interpretação completa da definição de sustentabilidade. O objetivo neste estudo é identificar a interpretação que o indivíduo atribui ao termo sustentabilidade e analisar fatores que influenciam tal interpretação. Os fatores selecionados para a pesquisa foram: escolaridade, tipo de tarefa que desempenha na empresa, discurso organizacional e práticas organizacionais. No total, 70 funcionários de duas empresas líderes regionais em seus setores foram entrevistados por meio de um questionário estruturado. De acordo com os resultados das análises do modelo estimado, o termo sustentabilidade é mais bem compreendido devido aos aumentos da escolaridade e de práticas gerenciais sociais. Constatou-se que as práticas gerenciais econômicas impedem a compreensão plena do termo sustentabilidade pelos funcionários entrevistados. Os outros fatores do modelo não apresentaram coeficientes significativos. A pesquisa permitiu concluir que, embora muito discutido teoricamente, o significado do termo sustentabilidade não é claro para a maioria dos funcionários, o que impede a ocorrência de transformações práticas e efetivas em prol da sustentabilidade.Organization faces difficulties in order to associate speech and practices with the complete definition of sustainability. The objective of this study is to identify what is sustainability for the employees of two organizations and to analyze the factors that influence the interpretation. The factors selected to be tested were: education, task in the organization, organizational speech and organizational practices. In total, seventy employees, of two different organizations, were interviewed through a structured questionnaire. The results show that individuals with high education level in organization with social practices understand sustainability in its completeness. There exists a negative effect of economical practices in the individual interpretation. This study concludes that sustainability is a concept widely discussed, however its meaning encompassing the social, economic and environmental dimensions is not clear for most of the people. The misinterpretation about the concept can impede effective changes towards sustainability in practice

The quest for regional values: inputs into the discussion of marketing strategies

Debido a los cambios en los patrones de desarrollo regional en Brasil, la expansión de las empresas para otras regiones y estados representa, simultáneamente, oportunidades y desafíos, dadas las particularidades regionales del país. Una manera de identificar y comprender aspectos regionales consiste en el estudio de los valores sociales. En este trabajo el objetivo es identificar diferencias de valores entre cuatro ciudades brasileñas: Belém, Porto Alegre, Salvador y São Paulo. En la revisión teórica, se analizan cultura y microcultura con énfasis en valores sociales. El modelo de análisis se basa en la lista de valores terminales e instrumentales de Rokeach. Se realizó un análisis documental y de contenido de las transcripciones de ocho grupos de foco sobre el tema viaje. Los valores identificados presentan variaciones interesantes e indican el predominio de la imaginación y lógica en Belém, mientras que Porto Alegre se caracteriza como gentil y útil. En Salvador hay predominio de la capacidad y de la intelectualidad, mientras la ambición y el amor se destacan en São Paulo. Los resultados muestran que existe un denominador común de valores en todas las ciudades, como independencia y responsabilidad, además del trabajo y la familia. Este estudio ofrece evidencias de que, a pesar de formar parte del mismo país, brasileños en diferentes capitales tienen valores sociales diferenciados y dichas diferencias deben ser consideradas por las empresas en la elaboración de sus estrategias de marketing.There have been dramatic changes in regional development patterns and business expansion throughout Brazil. This certainly poses both opportunities and challenges for marketing activities due to regional particularities. One way to identify and understand regional aspects is the study of social values. This paper tries to identify differences in social values among four Brazilian state capitals: Belém, Porto Alegre, Salvador and São Paulo. It presents a literature review on microculture, emphasizing the issue of social values. The analysis is based on Rokeach's list of terminal and instrumental values. This list formed the basis for document and content analysis of eight transcriptions of focus groups on business and leisure trips. The identified values show interesting variations among the studied cities, indicating a predominance of imagination and logic in Belém, whereas Porto Alegre is characterized as gentle and useful. In Salvador there seems to be a predominance of capacity and intellectuality, while ambition and love stand out in São Paulo. The results also show that there is a body of common values, such as independence and responsibility, besides work and family. This study provides evidence that, despite belonging to the same country, Brazilians from different areas have different patterns of social values. Companies need to consider these differences when they draw up their marketing strategies.Devido às mudanças nos padrões de desenvolvimento regional no Brasil, a expansão das empresas para outras regiões e outros estados representa, simultaneamente, oportunidades e desafios, em virtude das particularidades regionais do país. Uma maneira de identificar e compreender aspectos regionais consiste no estudo dos valores sociais. Neste trabalho, procura-se identificar diferenças de valores entre quatro cidades brasileiras: Belém, Porto Alegre, Salvador e São Paulo. Na revisão teórica, abordam-se cultura e microcultura enfatizando valores sociais. O modelo de análise baseia-se na lista de valores terminais e instrumentais de Rokeach. Foi realizada análise documental e de conteúdo das transcrições de oito grupos de foco sobre o tema viagem. Os valores identificados apresentam variações interessantes, indicando a predominância de imaginação e lógica em Belém, enquanto Porto Alegre se caracteriza como gentil e útil. Em Salvador há o predomínio da capacidade e da intelectualidade, enquanto a ambição e o amor se destacam em São Paulo. Os resultados mostram que existe um corpo comum de valores em todas as cidades, como independência e responsabilidade, além do trabalho e da família. O estudo oferece evidências de que, apesar de fazerem parte de um mesmo país, brasileiros em diferentes capitais apresentam padrões de valores sociais diferenciados e essas diferenças necessitam ser consideradas pelas empresas na elaboração de suas estratégias mercadológicas