Gestão de conflitos em canais de distribuição: um estudo aplicado em uma empresa do setor automotivo

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

The present work approaches the management of conflicts in distribution channels. It considers both the manufacturers and the dealers perspectives, focusing on the generating causes of the intrachannel conflicts. In this sense, the central purpose of this work is to propose actions that are able to manage the existent conflicts in the manufacturer-dealer dyad, which may affect negatively the performance of the distribution channel in study. The relationships are analyzed in a real and specific context: the trucks distribution of the Agrale brand into the Brazilian market, an automotive industry company. Regarding the research method, it is an exploratory research. In addition to the documental research, it uses basic question guides for individual interviews, which were accomplished in both sides of the dyad, using the content analysis for the collected data scrutiny. The results indicate the existence of seven potential sources of conflict and twenty-three conflict themes. It was identified that the themes of conflicts are relevant and affect negatively the channels performance, and that the relationships occur in a context of low use of power as control mechanism and low interdependence and cooperation degree.

ASSUNTO(S)

distribution channels marketing conflict in distribution channel conflicts management canais de distribuição administração de empresas administração de empresas conflitos no canal de distribuição gestão de conflitos logística setor automotivo

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