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O papel da marca na seleção de um fornecedor : o caso Chronopost Portugal
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Tem havido um interesse crescente pela temática do branding em contextos b-to-b, com um foco particular sobre o processo de tomada de decisão na seleção de fornecedores. Na presente investigação pretende-se perceber qual a importância da marca no processo de compra empresarial, nomeadamente nas fases inicias de procura e avaliação de potenciais fornecedores. Foram consideradas várias dimensões, como situação de compra, nível de risco, complexidade e criticidade do serviço e ainda a experiência do comprador. Com um carater exploratório, o estudo foi realizado através do método de estudo de caso, envolvendo três clientes de uma empresa de transporte de encomendas. A recolha de dados foi realizada com recurso a entrevistas semiestruturadas a informantes com funções ligadas ao departamento de compras das respetivas empresas. Como principal resultado conclui-se que a marca pode assumir um papel de simplificador do processo de tomada de decisão, mas a sua relevância pode variar com a experiência do comprador. O estudo permitiu ainda fornecer algumas indicações sobre o papel da marca na fase de desenvolvimento do relacionamento entre cliente e fornecedor.
There has been a growing interest about branding in b-to-b contexts, namely the decision-making process when selecting suppliers. In this investigation, it is intended to understand the brand's importance in the business buying process, specifically in the initial phases of search and evaluation of potential suppliers. Several dimensions were considered, such as the purchasing context, risk level, uncertainty and service criticality, as well as the buyer's experience. The study has an exploratory nature and it was conducted through a case study method, involving three clients of a parcel transport company. The data collection was carried out through semi-structured interviews administered to employees whose professional duties are related to the purchasing departments of their companies. As a main result, it is possible to conclude that the brand may assume a simplifying role in the decision-making process, but its relevance may change according to the buyer's experience. The study also provided some indications about what should be the brand's role in the development phase of the client-supplier relationship.
There has been a growing interest about branding in b-to-b contexts, namely the decision-making process when selecting suppliers. In this investigation, it is intended to understand the brand's importance in the business buying process, specifically in the initial phases of search and evaluation of potential suppliers. Several dimensions were considered, such as the purchasing context, risk level, uncertainty and service criticality, as well as the buyer's experience. The study has an exploratory nature and it was conducted through a case study method, involving three clients of a parcel transport company. The data collection was carried out through semi-structured interviews administered to employees whose professional duties are related to the purchasing departments of their companies. As a main result, it is possible to conclude that the brand may assume a simplifying role in the decision-making process, but its relevance may change according to the buyer's experience. The study also provided some indications about what should be the brand's role in the development phase of the client-supplier relationship.
Descrição
Mestrado em Marketing
Palavras-chave
marca mercados b-to-b processo de tomada de decisão brand b-to-b markets decision-making process
Contexto Educativo
Citação
Bravo, Daniela Filipa Calado (2017). "O papel da marca na seleção de um fornecedor : o caso Chronopost Portugal". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão