46 3Análise de redes sociais: avanços recentes e controvérsias atuaisDesenvolvimento dos relacionamentos entre comprador e vendedor 
Home Page  

  • SciELO

  • SciELO


Revista de Administração de Empresas

 ISSN 0034-7590

     

http://dx.doi.org/10.1590/S0034-75902006000300014 

RAE CLÁSSICOS

 

O ambiente das díades de canalde marketing: um arcabouço para análises comparativas

 

 

Ravi Singh AchrolI; Torger ReveII; Louis W. SternIII

IGeorge Washington University
IIBI Norwegian School of Management
IIINorthwestern University

 

 


RESUMO

O arcabouço de economia política para a análise comparativa de díades de canal de marketing proposto por Stern e Reve (1980) concentrava-se principalmente nas ralações entre os membros dos canais. Este artigo amplia o arcabouço de economia política, indicando como fatores ambientais, portanto externos, a uma díade poderiam influenciar e afetar a estrutura e os processos da díade. Quando combinado com o artigo original de Stern e Reve, a perspectiva geral resultante deve fornecer uma base abrangente para o desenvolvimento de teorias na área de canais de marketing.

Palavras-chave: Economia política, canais de marketing, análise comparativa de díades, fatores ambientais.


ABSTRACT

The political economy framework for the comparative analysis of marketing channel dyads proposed by Stern and Reve (1980) focused mainly on relationships between channel members. This article extends the political economy framework by indicating how environmental factors (i.e., factors external to a dyad) might influence and affect the structure and processes of the dyad. When combined with the original article by Stern and Reve, the resulting overall perspective should provide a comprehensive basis for theory development and research in the marketing channel area.

Key words: Political economy, marketing channels, comparative analysis of dyads, environmental factors.


 

 

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

 

 

REFERÊNCIAS BIBLIOGRÁFICAS

AIKEN, M.; ALFORD, R. Community structure and innovation: the case of public housing. The American Political Science Review, v. 64, n. 3, p. 843- 864, Sept. 1970.         [ Links ]

ALDRICH, H. E. An Organization-environment perspective on cooperation and conflict between organizations in the manpower training system. In: NEGADHI, A. R. (Ed.). Interorganizational Theory. Kent, OH: Kent State University Press, 1975.         [ Links ]

ALDRICH, H. E. Organizations and Environments. Englewood Cliffs, NJ: Prentice-Hall, 1979.         [ Links ]

ALDRICH, H. E.; WHETTEN, D. Organization-sets, action-sets, and networks: making the most of simplicity. In: NYSTROM, P.; STARBUCK, W. (Eds.). Handbook of Organizational Design. New York: Oxford University Press, 1981. p. 385-408.         [ Links ]

ARNDT, J. Toward a concept of domesticated markets. Journal of Marketing, v. 43, n. 4, p. 69-75, 1979.         [ Links ]

ASSAEL, H. Constructive role of interorganizational conflict. Administrative Science Quarterly, v. 14, n. 4, p. 573-582, 1969.         [ Links ]

BAGOZZI, R. Marketing as exchange: a theory of transactions in the marketplace. American Behavioral Scientist, v. 21, n. 4, p. 353-556, 1978.         [ Links ]

BLACK, B.; KASE, H. Interagency cooperation in rehabilitation and mental health. Social Service Review, v. 37, n. 1, p. 26-32, 1963.         [ Links ]

BONOMA, T. V.; BAGOZZI, R. P.; ZALTMAN, G. The dyadic paradigm in marketing thought. In: BONOMA, T.; ZALTMAN, G. (Eds.). Organizational Buying Behavior. Chicago: American Marketing Association, 1978. p. 49-66.         [ Links ]

BUCKLIN, L. P.; CARMAN, J. M. Vertical market structure theory and the health care delivery system. In: SHETH, N. J.; WRIGHT, P. L. (Eds.). Marketing Analysis for Societal Problems. Urbana, IL: University of Illinois, Bureau of Economic and Business Research, 1974. p. 7-39.         [ Links ]

CARMAN, J. Paradigms for marketing theory. In: SHETH, J. (Ed.). Research in Marketing. Greenwich, CT: Jai Press, 1980. p. 1-36.         [ Links ]

CHILD, J. Organizational structure, environment and performance: the role of strategic choice. Sociology, v. 6, n. 1, p. 2-22, 1972.         [ Links ]

DILL, W. R. Environment as an influence on managerial autonomy. Administrative Science Quarterly, v. 2, n. 4, p. 407-443, 1958.         [ Links ]

DUNCAN, R. B. Characteristics of organizational environments and perceived environmental uncertainty. Administrative Science Quarterly, v. 17, n. 3, p. 313-327, 1972.         [ Links ]

EMERY, F. E.; TRIST, E. L. The causal texture of organizational environments. Human Relations, v. 18, n. 1, p. 21-32, 1965.         [ Links ]

ETGAR, M. Channel environment and channel leadership. Journal of Marketing Research, v. 14, n. 1, p. 69-76, Feb. 1977.         [ Links ]

EVANS, F. B. Selling as a dyadic relationship: a new approach. The American Behavioral Scientist, v. 6, n. 9, p. 76-79, 1963.         [ Links ]

HICKSON, D. J.; LEE, C. A.; SCHNECK. R. E.; PENNINGS, J. M. A strategic contingencies theory of intraorganizational power. Administrative Science Quarterly, v. 16, n. 2, p. 216-229, 1971.         [ Links ]

JURKOVICH, R. A core typology of organizational environments. Administrative Science Quarterly, v. 19, n. 3, p. 380-294, 1974.         [ Links ]

LAWRENCE, P.; LORSCH, J. Organization and Environment. Cambridge, MA: Harvard Business School, 1967.         [ Links ]

LAWRENCE, R. P. The Harvard organization and environment research program. In: VAN DE VEN, A.; JOYCE, W. F. (Eds.). Perspectives on Organization Design and Behavior. New York: John Wiley, 1981. p. 311-337.         [ Links ]

LEVINE, S.; WHITE, P. E. Exchange as a conceptual framework for the study of interorganizational relationships. Administrative Science Quarterly, v. 5, n. 4, p. 583-601, 1961.         [ Links ]

MITNICK, B. M. The Political Economy of Regulation: Creating, Designing, and Removing Regulatory Forms. New York: Columbia University Press, 1980.         [ Links ]

PERROW, C. A framework for the comparative analysis of organizations. American Sociological Review, v. 32, n. 2, p. 194-208, 1967.         [ Links ]

PFEFFER, J.; SALANCIK, G. R. The External Control of Organizations. New York: Harper & Row, 1978.         [ Links ]

REVE, T.; STERN, L. W. The relationship between interorganizational form, transactional climate, and economic performance in vertical interfirm dyads. Working paper. Northwestern University, 1982.         [ Links ]

SCHERER, F. M. Industrial Market Structure and Economic Performance. Chicago: Rand McNally, 1980        [ Links ]

SHETH, J. N. Buyer-seller interaction: a conceptual framework. In: ANDERSON, B. B. (Ed.). Advances in Consumer Research. Ann Arbor, MI: Association for Consumer Research, 1976. p. 382-386.         [ Links ]

STARBUCK, W. H. Organizations and their environments. In: DUNNETTE, M. D. (Ed.). Handbook of Industrial and Organizational Psychology. Chicago: Rand McNally, 1976. p. 1069-1123.         [ Links ]

STERN, L. W.; REVE, T. Distribution channels as political economies: a framework for comparative analysis. Journal of Marketing, v. 44, n. 3, p. 52-64, 1980.         [ Links ]

STURDIVANT, F. D. Determinants of vertical integration in channel systems. In: HAAS, R. M. (Ed.). Science, Technology and Marketing. Chicago: American Marketing Association, 1966. p. 472-479.         [ Links ]

TERREBERRY, S. The evolution of organizational environments. Administrative Science Quarterly, v. 12, n. 4, p. 591-613, 1968.         [ Links ]

THOMPSON, J. D. Organizations in Action. New York: McGraw-Hill, 1967.         [ Links ]

THOMPSON, J. D.; TUDEN, A. Strategies, Structures, and Processes of Organizational Decision. In: THOMPSON, J. D. et al. (Eds.). Comparative Studies in Administration. Pittsburgh, PA: University of Pittsburgh Press, 1959.         [ Links ]

VAN DE VEN, A.; FERRY, D. L. Measuring and Assessing Organizations. New York: John Wiley, 1980.         [ Links ]

VAN DE VEN, A.; JOYCE, W. F. (Eds.). Perspectives on Organization Design and Behavior. New York: John Wiley, 1981.         [ Links ]

WEICK, K. E. The Social Psychology of Organizing. Reading, MA: Addison- Wesley, 1969.         [ Links ]

WILLIAMSON, O. E. Markets and Hierarchies: Analysis and Antitrust Implications. New York: Free Press, 1975.         [ Links ]

ZALD, M. N. On the social control of industries. Social Forces, v. 57, n. 1, p. 79-102, 1978.         [ Links ]

ZALTMAN, G.; LEMASTERS, K.; HEFFRING, M. Theory Construction in Marketing. New York: John Wiley, 1982.         [ Links ]

 

 

Aprovado em 01.02.2006.

 

 

Ravi Singh Achrol
Professor de Marketing da George Washington University.
Interesses de pesquisa na área de Marketing.
E-mail: achrol@gwu.edu
Endereço: School of Business, George Washington University, 307, Funger Hall 2201, G Street, NW – Washington, DC, 20052, USA.

Torger Reve
Professor de Estratégia e Logística da BI Norwegian School of Management.
Interesses de pesquisa nas áreas de Marketing, Estratégia e Logística.
E-mail: torger.reve@bi.no
Endereço: BI Norwegian School of Management, NO-0442, Oslo, Norway.

Louis W. Stern
Professor emérito de Marketing da Kellogg School of Management – Northwestern University.
Interesses de pesquisa na área de Marketing.
Email: lwstern@kellogg.northwestern.edu
Endereço: Northwestern University, Kellogg School of Management, 2001 N. Sheridan Rd., Evanston – Illinois, 60208-2001, USA.

Artigo convidado.