A influência dos valores organizacionais nas relações dos canais de marketing : um estudo exploratório

AUTOR(ES)
FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

1999

RESUMO

The markets of. the nineties, characterized by consumers with heightened demands, competitive movements beyond national borders, ever changing and accessible technologies along with shorter product cycles, challenge the coordination of. companies marketing actions. Such dynamic environments have forced many industrial producers to concentrate efforts in their core competencies* aiming to beat competitors by constantly inovating their central products . Through that strategy those activities considered as secondary to the company¿s central offer are delegated to third parties. This trend has caused a growing concentration of business activities through distributors, in a proportion never seen before. Such concentration has justified the denomination of the nineties as the Era of Distribution (Slywotzky, 1996). Through the environmental dynamics and the growing business concentration by distributors, an ample array of. organizational forms in marketing channels have emerged allowing distinct degrees of. flexibilization, effort coordination and coooperation among companies in the reach of. their goals. By other hand, the linkage between companies with dynamic markets, the multiplication of. organizational forms and the new power unbalance in favor of. distributors translate into the need of. perfected commercial paartnersips**. This research aims to contribute to a better understanding of such relationships through the perspective of two distinct and individually important subjects: ¿ The Organizational Culture of Commercial Partners; ¿ The Satisfaction of Distributors with Ongoing Commercial Relationships. In the first step, the degree of. distributor¿s satisfaction with the ongoing partnership with producers is measured. In a second moment, those results are compared with the checked value dissimilarity between the participants of. the dyadic relationships and a new hypothesis for the conditions of. satisfactory relationships is raised. Through statistical procedures, the influence of the value factor in dyadic relationships is exploratorily confirmed in a sample of the 100 largest industrial producers of Rio Grande do Sul state***.

ASSUNTO(S)

mudança organizacional : canais de distribuição : satisfação : parceria : rs

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