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MARKETING ALLIANCES: A CASE STUDY BETWEEN A YOUNG STEER PRODUCERS POOL AND THE CARREFOUR SUPERMARKET NETWORK IN BRAZIL.
20/12/2004 - 15:01
 

Abstract: The comprehension of the mechanisms involved on the establishment of the marketing alliances on the beef agrichain as well as their sustainability factors is vital for the identification of strategies in the attempt to offer a differentiated and valued product. Taking the marketing alliance established between a Brazilian Young Steer Producers Pool and the Carrefour supermarket, applying the Transaction Costs Theory, one concludes as sustainability factors for this alliance the specific investments performed by agents, the guarantee of premium-price to the product, the horizontal coordination performed by the producers pool and the vertical coordination performed by retailers.

Key words: beef agrichain, marketing alliance, contractual relation

 
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