Incentivos em canais de distribuição: um estudo comparativo entre o Brasil e os EUA no setor de defensivos agrícolas / Incentives in channels of distribution: a comparative study between Brazil and the USA in the sector of defense

AUTOR(ES)

Luciano Thomé e Castro

DATA DE PUBLICAÇÃO

2008

RESUMO

Incentive programs are a set of benefits offered by manufacturers to dealers as dealers achieve the objectives established by manufacturers. Incentives in marketing channels are used by manufacturers to allocate resources and to align channel members objectives. Although marketing channel incentive programs have been widely used by different industries, they lack a deeper theoretical analysis. This thesis aimed at understanding how incentive programs are composed and at proposing a method for building an incentive program from a manufacturer perspective. Several different research lines were combined and theoretical propositions were formed to suggest that incentive programs are composed by four main variables, being the set of performance objectives asked to dealers, the set of benefits offered to them, the exclusivity level and finally the formalization of the agreement. Besides, the variables contents were suggested to be dependent on the distribution of power between the dealer and the manufacturer. The method used was a multiple case study approach with the use of a cross country analysis between Brazil and USA. Documental analysis was used along with personal interviews. Three crop protection manufacturers were selected in Brazil and the same three in USA and their incentive programs were compared and analyzed. Finally a method for building a marketing channel incentive program was suggested composed of a sequence of 5 steps. The steps are the external and the network analysis, the value strategy definition, performance objectives, benefits, and the key channel management.

ASSUNTO(S)

pesticides pesticidas marketing management industrial marketing marketing de incentivo administração de marketing marketing industrial marketing incentives

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