João Paulo Lara de Siqueira

Os impactos da estratégia de marcas próprias na relação entre fabricantes e varejo: um estudo em empresas de grande porte

The study of marketing and production strategy of own brand products requires an understanding of both the benefits gained by retailers and manufacturers involved in this activity and also the effects of this strategy on the relationship between these companies. According to this idea, a qualitative and descriptive work was conducted, based on six case studies, three of them on large product manufacturers and three on large retailers. The aim of this study is defined is threefold: (1) to analyze the expectations of manufacturers and retailers with their own brands’ current operations, (2) to analyze the expectations of manufacturers and retailers with their own brands’ future operations, and (3) to analyze the influence of the own brands adoption on the relationship between manufacturers and retailers. The results indicate that (a) current operations are primarily based on economic reasons (market share, and use of spare capacity), (b) future operations are perceived from a marketing perspective (survival), and (c) the adoption of own brand strategy does not harm the relationship between the parties – both manufacturers and retailers –, unlike the earlier studies indicated.

Avaliação das condições logísticas para a adoção do ECR nos supermercados brasileiros

This paper has two different purposes. The first one is to establish the main requirements necessary to settle the efficient consumer response (ECR) ideas. Secondly, it is also intended to unveil the present logistic conditions of Brazilian supermarket industry related to the previous identified requirements to the ECR approach . The requirements are pointed out considering interviews with experts and literature revision. The present situation of Brazilian supermarkets is discussed based on a research carried out with 21 companies from the group of the most important Brazilian chains. The main conclusion is that the integration of Brazilian supermarkets with their suppliers is still very weak. The limited use of electronic data interchange (EDI) is the most important explanation for this finding.

EVOLUÇÃO E ORGANIZAÇÃO DE REDES DE COOPERAÇÃO: ANÁLISE CRÍTICA DE UMA COOPERATIVA HABITACIONAL

O trabalho analisa o desenvolvimento de redes de cooperacao, a partir do processo evolutivo das relacoes de uma cooperativa habitacional. A proposicao e que as relacoes entre cooperativas e outros agentes caracterizam-se pelo formato hierarquico e de mercado, remetendo a falta de percepcao de acao coletiva dos atores envolvidos. A literatura sobre o tema indicou as variaveis confianca, comprometimento, trocas, aprendizagem e inovacao como relevantes para a pesquisa. A composicao dos relatos dos atores e de documentos constituiu a plataforma de informacoes da investigacao, classificada como fenomenologica e qualitativa. Os resultados sustentam a proposicao, abrindo um campo de redes ainda pouco explorado.