TRADE MARKETING NO SETOR DE LOJAS DE CONVENIÊNCIA

TRADE MARKETING NO SETOR DE LOJAS DE CONVENIÊNCIA

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This paper aims to describe the motivations for the adoption of trade marketing in convenience stores, as well as its attributions and functional position in the organizational structure. We chose the multiple case study method approach in order to study the motivations and practices of four conveni...

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Bibliographic Details
Main Authors: Victor Manoel Cunha de Almeida, Leonardo Siano Penna, Gilberto Figueira da Silva, Flávia D'Albergaria Freitas, Leonardo Siano Penna, Gilberto Figueira da Silva, Flávia D'Albergaria Freitas
Format: Article
Language:English
Published: Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo 2012-10-01
Series:RAE: Revista de Administração de Empresas
Subjects:
Trade marketing
convenience store
franchisor
franchisee
fast moving consumer goods
Online Access:http://rae.fgv.br/sites/rae.fgv.br/files/artigos/10.1590_0034-7590201200600005.pdf
Description
Summary:This paper aims to describe the motivations for the adoption of trade marketing in convenience stores, as well as its attributions and functional position in the organizational structure. We chose the multiple case study method approach in order to study the motivations and practices of four convenience store chains and five manufacturers. Results indicate that the existence of a formal trade marketing area does not per se ensure collaboration between manufactures and convenience store chains. Trade marketing activities are developed and negotiated with franchisors, but the execution takes place at the franchisee level. It is, in fact, a triadic relationship that encompasses the manufacturer, the franchisor of the convenience stores and its franchisees.
ISSN:0034-7590
2178-938X

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