Canais de marketing, valor e estruturas de governança

Fasti de Souza, Ricardo

doi:10.1590/S0034-75902002000200004

Resumos

Este artigo discute a contribuição do marketing para a apropriação de fluxos de caixa superiores em transações entre membros do canal de marketing. Propõe-se um modelo em que a capacidade de apropriação de fluxo de caixa pelos membros do canal é resultado da forma como a estrutura de governança transacional é construída em relação às fontes individuais de geração de valor, de poder e do grau de dependência entre os membros.

Canais de distribuição; custos de transação; fontes de valor; poder; dependência

This article discusses the marketing contribution in the appropriation of superior cash flow in transactions between marketing channel members. A model is presented suggesting that the cash flow appropriation capabilities of the channel member is result of how the transactional governance structure is built regarding the sources of value creation, power and the level of dependency among channel members.

Distribution channels; transaction costs; value sources; power; dependence

MERCADOLOGIA

Canais de marketing, valor e estruturas de governança

Ricardo Fasti de Souza

Professor do Departamento de Mercadologia da FGV-EAESP. E-mail: fasti@fgvsp.br

RESUMO

Este artigo discute a contribuição do marketing para a apropriação de fluxos de caixa superiores em transações entre membros do canal de marketing. Propõe-se um modelo em que a capacidade de apropriação de fluxo de caixa pelos membros do canal é resultado da forma como a estrutura de governança transacional é construída em relação às fontes individuais de geração de valor, de poder e do grau de dependência entre os membros.

Palavras-chave: Canais de distribuição, custos de transação, fontes de valor, poder, dependência.

ABSTRACT

This article discusses the marketing contribution in the appropriation of superior cash flow in transactions between marketing channel members. A model is presented suggesting that the cash flow appropriation capabilities of the channel member is result of how the transactional governance structure is built regarding the sources of value creation, power and the level of dependency among channel members.

Keywords: Distribution channels, transaction costs, value sources, power, dependence.

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

ACHROL, R. S., REVE, T., STERN, L. W. The environment of marketing channel dyads: a framework for comparative analysis. Journal of Marketing, v. 47, p. 55-67, Fall 1983.
AMIT, R., SCHOEMAKER, P. J. H. Strategic assets and organizational rent. Strategic Marketing Journal, v. 14, p. 33-46, 1993.
BERGEN, M., DUTTA, S., WALKER JR., C. Agency relationships in marketing: a review of the implications and application of agency and related theories. Journal of Marketing, v. 56, p. 1-24, July 1992.
BHARADWAJ, S. G., VADARAJAN, P. R., FAHY, J. Sustainable competitive advantage in service industries: a conceptual model and research propositions. Journal of Marketing, v. 57, p. 83-99, Oct. 1993.
BRICKLEY, J. A., DARK, F. H., WEISBACH, M. S. An agency perspective on franchising. Financial Management, v. 20, n. 2, p. 27-35, Spring 1991.
CHILES, T. H., MCMACKIN, J. F. Integrating variable risk preferences, trust, and transaction cost economics. Academy of Management Review, v. 21, n. 1, p. 73-99, 1996.
COASE, R. H. The nature of the firm. Economica, v. 4, p. 386-405, Nov. 1937.
COLLIS, D. J. A resource-based analysis of global competition: the case of bearings industry. Strategic Marketing Journal, v. 12, p. 49-68, 1991.
COMBS, J. G., KETCHEN JR., D. J. Can capital scarcity help agency theory explain franchising? Revisiting the capital scarcity hypothesis. Academy of Management Journal, v. 42, n. 2, p. 196-207, 1999.
DAY, G. S., NEDUNGANDI, P. Managerial representations of competitive advantage. Journal of Marketing, v. 58, p. 31- 44, Apr. 1994.
DAY, G. S., WENSLEY, R. Assessing advantage: a framework for diagnosing competitive superiority. Journal of Marketing, v. 52, p. 1-20, Apr. 1988.
DICKSON P. R. Toward a general theory of competitive rationality. Journal of Marketing, v. 56, p. 69-83, Jan. 1992.
DIERICKX, I., COOL, K. Asset stock accumulation and sustainability of competitive advantage. Management Science, v. 35, n. 12, Dec. 1989.
DWYER, F. R., SCHURR, P. H., OH, S. Developing buyer-seller relationships. Journal of Marketing, v. 51, p. 11-27, Apr. 1987.
EL-ANSARY, A., STERN, L. W. Power measurement in the distribution channel. Journal of Marketing Research, v. IX, p. 47-52, Feb. 1972.
EL-ANSARY, A., ROBICHEAUX, R. A. A theory of channel control: revisited. Journal of Marketing, v. 38, p. 2-7, Jan. 1974.
ETGAR, M. Channel domination and countervailing power in the distributive channels. Journal of Marketing Research, v. 13, p. 254-262, Aug. 1976a.
ETGAR, M. Effects of administrative control on efficiency of vertical marketing systems. Journal of Marketing Research, v. 13, p. 12-74, Feb. 1976b.
GHEMAWAT, P. Sustainable advantage. Harvard Business Review, v. 64, n. 5, p. 53-58, Sep./Oct. 1986.
GHOSHAL, S., MORAN, P. Bad for practice: a critique of the transaction cost theory. Academy of Management Review, v. 21, n. 1, p. 13-47, 1996.
GOLDBERG, V. P. Regulation and administered contracts. The Bell Journal of Economics & Management Sciences, v. 7, p. 426-448, 1976.
GOSH, M., JOHN, G. Governance value analysis and marketing strategy. Journal of Marketing, v. 63, p. 131- 145, 1999. Special issue.
GUPTA, S., ROMANO, R. E. Monitoring the principal with multiple agents. Rand Journal of Economics, v. 29, n. 2, p. 427-442, Summer 1998.
HUNT, S. D., MORGAN, R. The comparative advantage theory of competition. Journal of Marketing, v. 59, p. 1-15, Apr. 1995.
HUNT, S. D., MORGAN, R. The resource-advantage theory of competition: dynamics, path dependencies, and evolutionary dimensions. Journal of Marketing, v. 60, p. 107-114, Oct. 1996.
JONES, G. R., HILL, C. W. L. Transaction cost analysis of strategy-structure choice. Strategic Management Journal, v. 9, n. 2, p. 159-132, 1988.
KAUFMANN, P. J., LAFONTAINE, F. Costs of control: the source of economic rents for McDonalds' franchisees. Journal of Law and Economics, v. XXXVII, Oct. 1994.
KEITH, J. E., JACKSON JR., D. W., CROSBY, L. A. Effects of alternative types of influence strategies under different channel dependence structures. Journal of Marketing, v. 54, p. 30-41, July 1990.
KLEIN, B., CRAWFORD, R. G., ALCHIAN, A. A. Vertical integration, appropriable rents, and the competitive contracting process. The Journal of Law and Economics, v. XXI, p. 297-326, Oct. 1978.
KOTLER, P. Marketing management. 6. ed. Englewood Cliffs, NJ : Prentice Hall, 1988. Cap. 1, p. 3.
KRUEGER, A. B. Ownership, agency and wages: an examination of franchising in the fast food industry. Quarterly Journal of Economics, v. 106, n. 1, p. 75- 101, Feb. 1991.
LAFONTAINE, F. Agency theory and franchising: some empirical results. Rand Journal of Economics, v. 23, n. 2, Summer 1992.
LUSCH, R. F., BROWN, J. R. A modified model of power in the marketing channel. Journal of Marketing Research, v. XIX, p. 313-323, Aug. 1982.
MAITLAND, I., BRYSON, J., VAN DE VEM, A. Sociologists, economists, and opportunism. Academy of Management Review, v. 10, n. 1, p. 59-65, 1985.
MALTA FILHO, A. B. Geração de valor para o acionista: histórico, crítica e sua aplicação na análise de rentabilidade de produtos. Dissertação (Mestrado) - Escola de Administração de Empresas de São Paulo, Fundação Getulio Vargas, 1999.
MEHRA, A., FLOYD, S. W. Product market heterogeneity, resource imitability and strategic group formation. Journal of Management, v. 24, n. 4, p. 511-531, 1998.
NELSON, R. R. Why do firms differ, and how does it matter? Strategic Management Journal, v. 12, p. 61- 74, 1991.
OUCHI, W. G. A conceptual framework for the design of organizational control mechanisms. Management Science, v. 52, n. 9, p. 833-848, Sep. 1979.
PETRAF, M. A. The cornerstones of competitive advantage: a resource based view. Strategic Management Journal, v. 14, p. 179-191, 1993.
RAPPAPORT, A. Creating shareholder value. New York : Free Press, 1998.
RUMELT, R. P. How much does industry matter? Strategic Management Journal, v. 12, p. 167-185, 1991.
SLATER, S. F., NARVER, J. C. Does competitive environment moderate market orientationperformance relationship? Journal of Marketing, v. 58, p. 46-55, Jan. 1994.
SMITH, W. Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, v. 21, n. 1, July 1956.
SRIVASTAVA, R. K. Marketing, business processes, and shareholder value: an organizationally embedded view of marketing activities and the discipline of marketing. Journal of Marketing, v. 63, p. 168-179, 1999.
SRIVASTAVA, R. K., SHERVANI, T. A., FAHEY, L. Market based assets and shareholder value: a framework for analysis. Journal of Marketing, v. 62, p. 2-18, Jan. 1998.
STERN, L. W., REVE, T. Distribution channels as political economies: a framework for comparative analysis. Journal of Marketing , v. 44, p. 52-64, Summer 1980.
VAREJO endurece negociações com a indústria. Gazeta Mercantil, São Paulo, 13 dez. 2000. p. c-1.
WILLIAMSON, O. E. Transaction-cost economics: the governance of contractual relations. Journal of Law and Economics, v. XXII, p. 233-261, Oct. 1979.
WILLIAMSON, O. E. The modern corporation: origins, evolution, attributes. Journal of Economic Literature, v. XIX, p. 1537-1568, Dec. 1981.
WILLIAMSON, O. E. Strategizing, economizing and economic organization. Strategic Management Journal, v. 12, p. 75-94, 1991.
ZAJAC, E. J., OLSEN, C. P. From transaction cost to transactional values analysis: implications for the study of interorganizational strategies. Journal of Management Studies, v. 30, n. 1, Jan. 1993.

Datas de Publicação

Publicação nesta coleção
25 Jul 2011
Data do Fascículo
Jun 2002

This work is licensed under a Creative Commons Attribution 4.0 International License.

[1] ACHROL, R. S., REVE, T., STERN, L. W. The environment of marketing channel dyads: a framework for comparative analysis. Journal of Marketing, v. 47, p. 55-67, Fall 1983.

[2] AMIT, R., SCHOEMAKER, P. J. H. Strategic assets and organizational rent. Strategic Marketing Journal, v. 14, p. 33-46, 1993.

[3] BERGEN, M., DUTTA, S., WALKER JR., C. Agency relationships in marketing: a review of the implications and application of agency and related theories. Journal of Marketing, v. 56, p. 1-24, July 1992.

[4] BHARADWAJ, S. G., VADARAJAN, P. R., FAHY, J. Sustainable competitive advantage in service industries: a conceptual model and research propositions. Journal of Marketing, v. 57, p. 83-99, Oct. 1993.

[5] BRICKLEY, J. A., DARK, F. H., WEISBACH, M. S. An agency perspective on franchising. Financial Management, v. 20, n. 2, p. 27-35, Spring 1991.

[6] CHILES, T. H., MCMACKIN, J. F. Integrating variable risk preferences, trust, and transaction cost economics. Academy of Management Review, v. 21, n. 1, p. 73-99, 1996.

[7] COASE, R. H. The nature of the firm. Economica, v. 4, p. 386-405, Nov. 1937.

[8] COLLIS, D. J. A resource-based analysis of global competition: the case of bearings industry. Strategic Marketing Journal, v. 12, p. 49-68, 1991.

[9] COMBS, J. G., KETCHEN JR., D. J. Can capital scarcity help agency theory explain franchising? Revisiting the capital scarcity hypothesis. Academy of Management Journal, v. 42, n. 2, p. 196-207, 1999.

[10] DAY, G. S., NEDUNGANDI, P. Managerial representations of competitive advantage. Journal of Marketing, v. 58, p. 31- 44, Apr. 1994.

[11] DAY, G. S., WENSLEY, R. Assessing advantage: a framework for diagnosing competitive superiority. Journal of Marketing, v. 52, p. 1-20, Apr. 1988.

[12] DICKSON P. R. Toward a general theory of competitive rationality. Journal of Marketing, v. 56, p. 69-83, Jan. 1992.

[13] DIERICKX, I., COOL, K. Asset stock accumulation and sustainability of competitive advantage. Management Science, v. 35, n. 12, Dec. 1989.

[14] DWYER, F. R., SCHURR, P. H., OH, S. Developing buyer-seller relationships. Journal of Marketing, v. 51, p. 11-27, Apr. 1987.

[15] EL-ANSARY, A., STERN, L. W. Power measurement in the distribution channel. Journal of Marketing Research, v. IX, p. 47-52, Feb. 1972.

[16] EL-ANSARY, A., ROBICHEAUX, R. A. A theory of channel control: revisited. Journal of Marketing, v. 38, p. 2-7, Jan. 1974.

[17] ETGAR, M. Channel domination and countervailing power in the distributive channels. Journal of Marketing Research, v. 13, p. 254-262, Aug. 1976a.

[18] ETGAR, M. Effects of administrative control on efficiency of vertical marketing systems. Journal of Marketing Research, v. 13, p. 12-74, Feb. 1976b.

[19] GHEMAWAT, P. Sustainable advantage. Harvard Business Review, v. 64, n. 5, p. 53-58, Sep./Oct. 1986.

[20] GHOSHAL, S., MORAN, P. Bad for practice: a critique of the transaction cost theory. Academy of Management Review, v. 21, n. 1, p. 13-47, 1996.

[21] GOLDBERG, V. P. Regulation and administered contracts. The Bell Journal of Economics & Management Sciences, v. 7, p. 426-448, 1976.

[22] GOSH, M., JOHN, G. Governance value analysis and marketing strategy. Journal of Marketing, v. 63, p. 131- 145, 1999. Special issue.

[23] GUPTA, S., ROMANO, R. E. Monitoring the principal with multiple agents. Rand Journal of Economics, v. 29, n. 2, p. 427-442, Summer 1998.

[24] HUNT, S. D., MORGAN, R. The comparative advantage theory of competition. Journal of Marketing, v. 59, p. 1-15, Apr. 1995.

[25] HUNT, S. D., MORGAN, R. The resource-advantage theory of competition: dynamics, path dependencies, and evolutionary dimensions. Journal of Marketing, v. 60, p. 107-114, Oct. 1996.

[26] JONES, G. R., HILL, C. W. L. Transaction cost analysis of strategy-structure choice. Strategic Management Journal, v. 9, n. 2, p. 159-132, 1988.

[27] KAUFMANN, P. J., LAFONTAINE, F. Costs of control: the source of economic rents for McDonalds' franchisees. Journal of Law and Economics, v. XXXVII, Oct. 1994.

[28] KEITH, J. E., JACKSON JR., D. W., CROSBY, L. A. Effects of alternative types of influence strategies under different channel dependence structures. Journal of Marketing, v. 54, p. 30-41, July 1990.

[29] KLEIN, B., CRAWFORD, R. G., ALCHIAN, A. A. Vertical integration, appropriable rents, and the competitive contracting process. The Journal of Law and Economics, v. XXI, p. 297-326, Oct. 1978.

[30] KOTLER, P. Marketing management. 6. ed. Englewood Cliffs, NJ : Prentice Hall, 1988. Cap. 1, p. 3.

[31] KRUEGER, A. B. Ownership, agency and wages: an examination of franchising in the fast food industry. Quarterly Journal of Economics, v. 106, n. 1, p. 75- 101, Feb. 1991.

[32] LAFONTAINE, F. Agency theory and franchising: some empirical results. Rand Journal of Economics, v. 23, n. 2, Summer 1992.

[33] LUSCH, R. F., BROWN, J. R. A modified model of power in the marketing channel. Journal of Marketing Research, v. XIX, p. 313-323, Aug. 1982.

[34] MAITLAND, I., BRYSON, J., VAN DE VEM, A. Sociologists, economists, and opportunism. Academy of Management Review, v. 10, n. 1, p. 59-65, 1985.

[35] MALTA FILHO, A. B. Geração de valor para o acionista: histórico, crítica e sua aplicação na análise de rentabilidade de produtos. Dissertação (Mestrado) - Escola de Administração de Empresas de São Paulo, Fundação Getulio Vargas, 1999.

[36] MEHRA, A., FLOYD, S. W. Product market heterogeneity, resource imitability and strategic group formation. Journal of Management, v. 24, n. 4, p. 511-531, 1998.

[37] NELSON, R. R. Why do firms differ, and how does it matter? Strategic Management Journal, v. 12, p. 61- 74, 1991.

[38] OUCHI, W. G. A conceptual framework for the design of organizational control mechanisms. Management Science, v. 52, n. 9, p. 833-848, Sep. 1979.

[39] PETRAF, M. A. The cornerstones of competitive advantage: a resource based view. Strategic Management Journal, v. 14, p. 179-191, 1993.

[40] RAPPAPORT, A. Creating shareholder value. New York : Free Press, 1998.

[41] RUMELT, R. P. How much does industry matter? Strategic Management Journal, v. 12, p. 167-185, 1991.

[42] SLATER, S. F., NARVER, J. C. Does competitive environment moderate market orientationperformance relationship? Journal of Marketing, v. 58, p. 46-55, Jan. 1994.

[43] SMITH, W. Product differentiation and market segmentation as alternative marketing strategies. Journal of Marketing, v. 21, n. 1, July 1956.

[44] SRIVASTAVA, R. K. Marketing, business processes, and shareholder value: an organizationally embedded view of marketing activities and the discipline of marketing. Journal of Marketing, v. 63, p. 168-179, 1999.

[45] SRIVASTAVA, R. K., SHERVANI, T. A., FAHEY, L. Market based assets and shareholder value: a framework for analysis. Journal of Marketing, v. 62, p. 2-18, Jan. 1998.

[46] STERN, L. W., REVE, T. Distribution channels as political economies: a framework for comparative analysis. Journal of Marketing , v. 44, p. 52-64, Summer 1980.

[47] VAREJO endurece negociações com a indústria. Gazeta Mercantil, São Paulo, 13 dez. 2000. p. c-1.

[48] WILLIAMSON, O. E. Transaction-cost economics: the governance of contractual relations. Journal of Law and Economics, v. XXII, p. 233-261, Oct. 1979.

[49] WILLIAMSON, O. E. The modern corporation: origins, evolution, attributes. Journal of Economic Literature, v. XIX, p. 1537-1568, Dec. 1981.

[50] WILLIAMSON, O. E. Strategizing, economizing and economic organization. Strategic Management Journal, v. 12, p. 75-94, 1991.

[51] ZAJAC, E. J., OLSEN, C. P. From transaction cost to transactional values analysis: implications for the study of interorganizational strategies. Journal of Management Studies, v. 30, n. 1, Jan. 1993.

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Canais de marketing, valor e estruturas de governança

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