SciELO - Scientific Electronic Library Online

 
vol.52 issue6Effect of factors related to merchandising on retail salesInfluence of discount price announcements on consumer's behavior author indexsubject indexarticles search
Home Pagealphabetic serial listing  

Revista de Administração de Empresas

Print version ISSN 0034-7590

Abstract

ALMEIDA, Victor Manoel Cunha de; PENNA, Leonardo Siano; SILVA, Gilberto Figueira da  and  FREITAS, Flávia D'Albergaria. Trade marketing in convenience stores. Rev. adm. empres. [online]. 2012, vol.52, n.6, pp. 643-656. ISSN 0034-7590.  http://dx.doi.org/10.1590/S0034-75902012000600006.

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.

Keywords : Trade marketing; convenience store; franchisor; franchisee; fast moving consumer goods.

        · abstract in Portuguese | Spanish     · text in Portuguese     · pdf in Portuguese