Gerenciando relacionamentos colaborativos com fornecedores

Managing collaborative relationships with suppliers

GESTÃO DE OPERAÇÕES E LOGÍSTICA

Gerenciando relacionamentos colaborativos com fornecedores

Managing collaborative relationships with suppliers

Danny Pimentel Claro^I; Priscila Borin de Oliveira Claro^II

^IIBMEC-SP e USP

^IIUniversidade Federal de Lavras

RESUMO

O objetivo deste artigo é discutir a importância da confiança e o efeito dos investimentos em ativos específicos em relacionamentos colaborativos com fornecedores. O artigo ainda discute o efeito moderador da rede de informações sobre as ações colaborativas. Tomaram-se como base teórica as abordagens da economia de custos de transação e os estudos sobre canais de comercialização e redes organizacionais. Para testar as hipóteses formuladas, foram coletadas informações de atacadistas e outros distribuidores do setor de flores e vasos de plantas da Holanda. Os resultados sugerem que as informações obtidas na rede incentivam as ações conjuntas, como proteção para investimentos realizados pelos compradores. Constata-se também que o grau de confiança, os investimentos específicos e as informações obtidas na rede facilitam a coordenação de relacionamentos entre fornecedores e compradores.

Palavras-chave: Relacionamento cliente-fornecedor, gerenciamento da cadeia de suprimentos, confiança, redes de negócios.

ABSTRACT

The aim of this paper is to discuss the importance of trust and the effect of specific assets investments over collaborative relationships with suppliers, and also to discuss the moderating effect of the information network on such joint actions. As theoretical foundations, we use transaction cost economics, network perspectives and marketing. In order to verify our four hypothesis, we collected information from the wholesalers and other merchant-distributors in the Dutch flower industry. The results suggest that buyers temper their specific investments to the degree of joint action according to the information that is obtained in the network. The degrees of trust, specific investments and the information from the network facilitate the coordination of a buyer-supplier relationship.

Key words: Buyer-supplier relationship, supply chain management, trust, business networks.

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NOTA

Os autores agradecem à CAPES (Projeto BEX 1257/98-6), principal órgão financiador do projeto do qual esta pesquisa faz parte, aos avaliadores pelos valiosos comentários e sugestões que auxiliaram na elaboração da versão final deste artigo, bem como aos gerentes que forneceram as informações para testar o modelo conceitual.

Artigo recebido em 25.08.2003.

Aprovado em 07.06.2004.

Danny Pimentel Claro

Professor das Faculdades Ibmec – SP. Doutor em Administração pela Universidade de Wageningen, Holanda. Pós-doutorando da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo. Pesquisador do Grupo Pensa da USP. Interesses de pesquisa nas áreas de administração de relacionamentos de negócio, canal de marketing, networks e administração de cadeia de produção. E-mail: [e-mail] Endereço: Rua Valson Lopes, 101, Butantã, São Paulo-SP, 05508-900.

Priscila Borin de Oliveira Claro

Doutoranda em Administração na Universidade Federal de Lavras. Interesses de pesquisa nas áreas de gestão ambiental, cadeias de produção e desenvolvimento. E-mail: [e-mail] Endereço: Rua Coronel Alvim de Menezes, 3, Jardim Floresta, Lavras-MG, 37200-000.

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Datas de Publicação

• Publicação nesta coleção
  10 Fev 2011
• Data do Fascículo
  Dez 2004

Histórico

• Recebido
  25 Ago 2003
• Aceito
  07 Jun 2004