RELACIONAMENTO BUSINESS-TO-BUSINESS EM EMPRESAS VAREJISTAS DE MATERIAIS DE CONSTRUÇÃO
Resumo
As empresas estão em busca de parcerias com seus fornecedores de modo a obter vantagens competitivas por meio de relações em longo prazo, aumentando sua penetração no mercado, facilitando os processos de transação, diminuindo riscos e a perda de clientes. Este estudo verificou se o relacionamento business-to-business (B2B) entre fornecedores e varejistas do ramo de materiais de construção do Oeste de Santa Catarina representa vantagem competitiva sustentável. Para tanto, a partir de um modelo teórico que considerou as dimensões do relacionamento e vantagens competitivas sustentáveis, foi conduzido um levantamento com 36 empresas varejistas do ramo de materias de construção. Os resultados mostram os benefícios econômicos do relacionamento, a confiança, a cooperação e o comprometimento como determinantes no relacionamento B2B. Infere-se que o relacionamento confere vantagem competitiva temporária para as empresas estudadas.
Palavras-chave
Texto completo:
PDFReferências
ANDERSON, J. C. Relationships in business markets: exchange episodes, value, creation, and their empirical assessment. Journal of the Academy of Marketing Science, v.23, n.4, p. 346-350, 1995.
ANDERSON, J. C.; HAKANSSON, H.; JOHANSON, J. Dyadic business relationships within a business network context. Journal of Marketing, v.58, p. 1-15, 1994.
ARYA, B.; LIN, Z. Understanding collaboration outcomes from an extended resource based perspective: The roles of organizational characteristics, partner attributes, and network structures. Journal of Management, v.33, n.5, p.697-723, 2007.
AUH, S.; MENGUC, B. Broadening the Scope of the Resource-Based View in Marketing: The Contingency Role of Institutional Factors. Industrial Marketing Management, v.38, n.7, p.757-768, 2009.
BARNEY, J. Firm resources and sustained competitive advantage. Journal of Management, n.17, v.1, p.99-120, 1991.
BARNEY, J. B.; HESTERLY, W. S. Administração estratégica e vantagem competitiva. 3ª ed. São Paulo: Pearson Education do Brasil, 2011.
BERRY, L. Relationship Marketing of Services: Growing Interest, Emerging Perspective. Journal of the Academy of Marketing Science, v. 23, p. 236-245, 1995
CANNON, J. P.; PERREAULT, W. D. Jr. Buyer-seller Relationship in Business Markets. Journal of Marketing Research, Chicago, v.36, n.4, p.436-460, 1999.
COOL, K.; COSTA, L. A.; DIERICKX, I. Constructing competitive advantage. In: PETTIGREW, A.; THOMAS, H.; WHITTINGTON, R. Handbook of strategic management. London: Sage Publications, 2002. (p. 55-71).
COUGHLAN, A. T.; ANDERSON, E.; STERN, L. W.; EL-ANSARY, A. I. Canais de Marketing e Distribuição. 6ª ed., Porto Alegre: Bookman, 2002.
DIERICKX, I.; COOL, K. Asset stock accumulation and sustainability of competitive advantage. Management Science, v.35, n.12, p.1504-1511, 1989.
EVANS, J. R., LASKIN, R. L. The relationship marketing process: a conceptualization and application. Industrial Marketing Management, v.23, p.439-52, Dec. 1994.
EXAME. Vendas de material de construção devem crescer 4,5% em 2014. Disponível em: . Acesso em: 23 de outubro de 2014.
FIESC. Indústria da construção civil em SC. Disponível em: Acesso em: 24 de abril de 2014.
FLINT, D. J.; WOODRUFF, R. B.; GARDIAL, S. F. Customer Value Change in Industrial Marketing Relationships. Industrial Marketing Management, v. 26, p.163-175,1997.
FREITAS, H.; OLIVEIRA, M.; SACCOL, A. Z.; MOSCAROLA, J. O método de pesquisa survey. Revista de Administração, São Paulo v. 35, n.3, p. 105-112, 2000.
GEYSKENS, I.; STEENKAMP, J.; KUMAR, N. A meta-analysis of satisfaction in marketing channel relationships. Journal of Marketing Research, v.36, n.2, p.223-238, 1999.
GOHR, C. F.; MEDEIROS, R. A.; SANTOS, L. C. Vantagem competitiva em um APL de móveis. Pretexto, v.15, n.4, p.64-82, 2014.
GRANT, R. M. The resource-based theory of competitive advantage: implications for strategy formulation. California Management Review, v.33, n.3, p.114-135, 1991.
HADJIKHANI, A.; LA PLACA, P. Development of B2B marketing theory. Industrial Marketing Management, v.42, n.3, p.294-305, 2013.
HAIR Jr., J. F.; ANDERSON, R. E.; TATHAM, A. R. L.; BLACK, W. C. Análise multivariada de dados. 5ªed. Porto Alegre: Bookman, 2005
HARRIS, S.; WHEELER, C. Entrepreneurs’ relationships for internationalization: function, origins and strategies. International Business Review, v.14, n.2, p.187-207, 2005
HOMBURG, C.; PFLESSER, C. Multiple-layer model of market-oriented organizational culture: measurement issues and performance outcomes. Journal of Marketing Research, Chicago, v.37, p.449-462, 2002.
IACOBUCCI, D.; OSTROM, A. Commercial and interpersonal relationships: Using the structure of interpersonal relationships to understand individual-to-individual, individual-to- firm, and firm-to-firm relationships in commerce. International Journal of Research in Marketing, v. 13, p. 53-72, 1996.
ITO, N. C.; GIMENEZ, F. A. P. Uma conversa entre Porter e VBR: Framework do valor da transação da vantagem competitiva. Organizações em Contexto, São Bernardo do Campo, v.7, n.14, p.29-56, 2011.
JAP, S. Pie-expansion efforts: collaboration processes in buyer-supplier relationships. Journal of Marketing Research, Chicago, v.36, n.4, p.461-475, 1999.
KIM, Y. Study on the Relationship Orientation of Supply Companies in Construction Industry. In: Annual IMP Conference, 25 ed., 2009, Proceedings… Marseille, França, 2009.
KUUSELA, H.; NÄRVÄNEN, E.; SAARIJÄRVI, H.; YRJÖLÄ, M. Challenges for B2B research relevance: a top executive perspective. Journal of Business & Industrial Marketing, v. 29, n.7/8, p.593-600, 2014.
LA PLACA, P. J.; JOHNSTON, W. J. A history of the journal of business & industrial marketing. Journal of Business & Industrial Marketing, v. 21, n.7, p.408-413, 2006.
LARENTIS, F.; SLONGO, L. A. Relacionamento em canais de marketing como fonte de vantagem competitiva sustentável: um estudo com fabricantes de móveis e lojas exclusivas. Revista de Administração, v. 43, n. 3, art. 1, p. 209-223, 2008.
LINDBLOM, A.; TIKKANEN, H.; OLKKONEN, R. The consequences of Relationalism on Profitability and Growth: Developing a Theoretical Framework and Propositions. In: Annual IMP Conference, 20 ed., 2004, Proceedings… Copenhagen, Dinamarca, 2004.
LIPPMAN, S. A.; RUMELT, R. P. Uncertain imitability: an analysis of interfirm differences in efficiency under competition. The Bell Journal of Economics, v.13, n.2, p.418-438, 1982.
LOCKETT, A.; O’SHEA, R. P.; WRIGTH, M. The development of the Resource-Based View: reflections from Birger Wernerfelt. Orgazational Studies, v.29, n.8-9, p.1125-1141, 2008.
MAURER, C. C.; BANSAL, P.; CROSSAN, M. M. Creating economic value through social values: introducing a culturally informed Resource-Based View. Organization Science, v.22, n.2, p.432-448, 2011.
MALHOTRA, N. Pesquisa de Marketing: uma orientação aplicada. 6ª ed. Porto Alegre-RS: Bookman, 2010.
MENON, A.; HOMBURG, C.; BEUTIN, N. Understanding customer value in business-to-business relationships. Journal of Business-to-Business Marketing, v. 12, n.2, p. 1-35, 2005.
MIQUEL-ROMERO, M. J.; CAPLLIURE-GINER, E. M.; ADAME-SÁNCHEZ, C. Relationship marketing management: Its importance in private label extension. Journal of Business Research, v. 67, p.667-672, 2014.
MOHR, J. J.; FISHER, R. J.; NEVIN, J. R. Collaborative communication in interfirm relationships: moderating effects of integration and control. Journal of Marketing, Chicago, v.60, n.3, p.103-115, 1996.
MORGAN, R. M.; HUNT, S. D. The commitment-trust theory of relationship marketing. Journal of Marketing, Chicago, v.58, n.3, p.20-38, 1994.
PALMATIER, R. W.; DANT, R. P.; GREWAL, D.; EVANS, K. R. Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. Journal of Marketing, v.70, n.4, p.136-153, 2006.
PETERAF, M. A. The cornerstone of competitive advantage: a resource based view. Strategic Management Journal, v.14, n.3, p. 179-191, 1993.
PORTER, M. E. Competitive Advantage. New York: Free Press, 1985.
PORTER, M. E. What is strategy? Harvard Business Review, v.74, 1996.
RAMOS-RODRÍGUEZ, A. R.; RUÍZ-NAVARRO, J. Changes in the intellectual structure of strategic management research: a bibliometric study of the Strategic Management Journal, 1980–2000. Strategic Management Journal, v.25, n.10, p.981-1004, 2004.
SARMENTO, M.; SIMÕES, C.; FARHANGMEHR, M. Applying a relationship marketing perspective to B2B trade fairs: The role of socialization episodes. Industrial Marketing Management, v. 44, p. 131-141, 2015.
SLONGO, L. A.; MÜSSNICH, R. Serviços ao cliente e marketing de relacionamento no setor hoteleiro de Porto Alegre. Revista de Administração Contemporânea, v. 9, n. 1, p. 149-170, 2005.
SUN, C.; PAN, F.; WU, P.; KUO, C. An empirical study of b2b relationship value – offering type as a moderator. Journal of Business Studies Quarterly, v.6, n.1, p. 79-97, 2014.
TEECE, D.; PISANO, G.; SHUEN, A. Dynamic capabilities and strategic Management. Strategic Management Journal, v.18, n.7, p.509-533, 1997.
ULAGA, W.; EGGERT, A. Relationship value in business markets: The Construct and Its Dimensions. Journal of Business-to-Business Marketing, v.12, n.1, p.73-99, 2005.
WERNERFELT, B. A resource-based view of the firm. Strategic Management Journal, v.5, p.171-180, 1984.
WILK, E. O.; FERNSTERSEIFER, J. E. The Resource-Based View and sustainable competitive advantage: the case of financial services firm. International Journal of Operations & Production Management, v.23, n.9, p.995-1009, 2003.
WILKINSON, I. F.; YOUNG, L. C. The past and the future of business marketing theory. Industrial Marketing Management, v. 42, n.3, p. 394-404, 2013.
WILSON, D. T. An integrated model of buyer-seller relationships. In.: SHETH, J.N.; PARVATIYAR, A. Handbook of Relationship Marketing. Thousand Oaks (USA): Sage Publications, 2000.
ZILBER, M. A.; PEREZ, G.; LEX, S. Inovação tecnológica e obtenção de vantagens competitivas: um estudo duplo qualitativo na indústria brasileira de equipamentos eletro-médicos. Organizações & Sociedade, v. 16, n. 51, art. 6, p. 707-723, 2009.