RELACIONAMENTO BUSINESS-TO-BUSINESS EM EMPRESAS VAREJISTAS DE MATERIAIS DE CONSTRUÇÃO

Ivanete Schneider Hahn, Flavia Luciane Scherer, Maria Carolina Serpa Fagundes De Oliveira

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


Estratégia. Visão Baseada em Recursos. Marketing de relacionamento.

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Referências


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