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Master's Dissertation
DOI
10.11606/D.96.2017.tde-20092017-164129
Document
Author
Full name
Guilherme Fagundes de Arruda
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
Ribeirão Preto, 2017
Supervisor
Committee
Martinelli, Dante Pinheiro (President)
Castro, Luciano Thomé e
Ghisi, Flávia Angeli
Paula, Verônica Angélica Freitas de
Title in Portuguese
Marketing de relacionamento e negociação: uma visão interdisciplinar sobre o declínio de um relacionamento interorganizacional
Keywords in Portuguese
Canais de marketing
Estratégias de negociação
Marketing de relacionamento
Negociação
Abstract in Portuguese
Este estudo tem como objetivo entender como a dinâmica do relacionamento entre duas empresas é afetada por fatores internos e externos à mesa de negociação. Interdisciplinar, a pesquisa convergiu as contribuições de diversas literaturas, notadamente marketing de relacionamento e negociação, para poder lidar com a complexidade dos dados empíricos coletados. Através de um estudo de caso único, baseado na relação diádica entre um fornecedor e um canal do varejo alimentício brasileiro, foram analisados os fatores que levaram um relacionamento interorganizacional estável por décadas a se deteriorar em apenas dois anos. Os resultados encontrados apontam para o fortalecimento da concorrência e o conflito intradepartamental na empresa fornecedora como os principais motivos da migração para um estado relacional danificado. O histórico positivo do relacionamento se mostrou insuficiente para ajudar na recuperação do relacionamento, assim como a utilização da estratégia de compromisso pelos negociadores. A importância de distinguir em estudos as diferentes formas de conflito é ressaltada pela conclusão da pesquisa. Ao final do trabalho, implicações gerenciais derivadas das conclusões são apresentadas.
Title in English
Relationship marketing and negotiation: an interdisciplinary view on the decline of an interorganizational relationship
Keywords in English
Marketing channels
Negotiation
Negotiation strategies
Relationship marketing
Abstract in English
The present study aims at understanding how the relationship dynamic between two companies is affected by both internal and external factors to the negotiation table. Interdisciplinary, the research converged the contribution from several literatures, such as relationship marketing and negotiation, in order to deal with the empirical data complexity. Through a case study based on the dyadic relation between a supplier and a channel from Brazilian food retail, the research analyzed the factors that led a solid, long lasting interorganizational relationship to deteriorate into a damaged state in just two years. The results point to a strengthening of the competition and intradepartmental conflict as the main reasons of the migration to a damaged relationship state. The positive relationship history proved to be insufficient to aid in the recovery of the relationship, such as compromising. The importance of distinguishing different types of conflict when studying this phenomenon is highlighted by the study's conclusion, and managerial implications to channel management practice are presented.
 
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Publishing Date
2017-10-06
 
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