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Criação de valor na ótica do distribuidor industrial : um estudo de caso de PME portuguesas
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Orientador(es)
Resumo(s)
A literatura sobre distribuição considera que a correta interpretação das expectativas do distribuidor traz vantagens competitivas aos produtores que entram num relacionamento, nomeadamente quando a sua ambição é a de se tornarem o fornecedor principal. O presente trabalho visa estudar as dimensões de valor percebida por pequenos e médios distribuidores industriais no seu relacionamento com os seus fornecedores principais. Foram realizadas entrevistas com gestores de 8 empresas distribuidoras em Portugal, com o intuito de caracterizar as dimensões de valor deste relacionamento. Foram identificadas oito dimensões de valor no relacionamento produtor-distribuidor industrial. Os resultados das entrevistas sugerem que os benefícios do relacionamento desempenham um papel mais preponderante do que os custos, mas não para todos os casos. Os resultados indicam ainda que os principais "drivers" considerados divergem conforme a complexidade da oferta/solução e envolvimento na relação.
The literature about distribution considers that the right interpretation of distributor expectations brings competitive advantages to the manufactures that get into a relationship with them, especially when their ambition is to become a key supplier. The present study aims to analyze the value dimensions perceived by small and medium industrial distributors in a given relationship with one of their main suppliers. Depth interviews with managers of eight industrial distribution firms in Portugal were conducted, in order to capture the relationship value dimensions. Eight value drivers in manufacturer-industrial distributor relationship were identified through the interviews. The results suggest that there is a greater significance attached to relationship benefits over relationships costs considerations, but not in all cases. The results further suggest that the set of main "drivers" diverge according to the complexity of distribution solution and relationship involvement.
The literature about distribution considers that the right interpretation of distributor expectations brings competitive advantages to the manufactures that get into a relationship with them, especially when their ambition is to become a key supplier. The present study aims to analyze the value dimensions perceived by small and medium industrial distributors in a given relationship with one of their main suppliers. Depth interviews with managers of eight industrial distribution firms in Portugal were conducted, in order to capture the relationship value dimensions. Eight value drivers in manufacturer-industrial distributor relationship were identified through the interviews. The results suggest that there is a greater significance attached to relationship benefits over relationships costs considerations, but not in all cases. The results further suggest that the set of main "drivers" diverge according to the complexity of distribution solution and relationship involvement.
Descrição
Mestrado em Gestão e Estratégia Industrial
Palavras-chave
B2B Marketing Redes Industriais Valor dos Relacionamentos Relacionamento Produtor-Distribuidor Industrial Industrial Networks Relationship Value Supplier-Industrial Distributor Relationship
Contexto Educativo
Citação
Morandi Júnior, Gessem Carlos Bastos (2015). "Criação de valor na ótica do distribuidor industrial : um estudo de caso de PME portuguesas". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão