Submitted by Daniele Santos (danielesantos.htl@gmail.com) on 2017-09-27T18:10:31Z No. of bitstreams: 1 Seju Mike - Revised Thesis Submission 27.09.17.pdf: 1322299 bytes, checksum: 5a95866783e524e5006dc5481fc7a968 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2017-09-27T19:00:58Z (GMT) No. of bitstreams: 1 Seju Mike - Revised Thesis Submission 27.09.17.pdf: 1322299 bytes, checksum: 5a95866783e524e5006dc5481fc7a968 (MD5) / Made available in DSpace on 2017-09-29T19:49:18Z (GMT). No. of bitstreams: 1 Seju Mike - Revised Thesis Submission 27.09.17.pdf: 1322299 bytes, checksum: 5a95866783e524e5006dc5481fc7a968 (MD5) Previous issue date: 2017-05-31 / This study explores the U.S. (United States) market for clothing and apparel of African origin and design; primarily focusing on the consumer of these fashion items. It delves into the field of Marketing study with an exploratory research approach to developing a consumer profile. By reviewing current market trends and analyzing results of survey data collected for the purpose of this study, it attempts to create an initial consumer profile using demographic and behavioral characteristics. Attaining an understanding of the target consumer is a crucial factor in determining a market entry strategy for new businesses and can also provide already existing businesses with a road map to achieving their full potential. Knowing who is most likely to buy your product aids the business in crafting the most appealing brand story for their target demographic. It also provides an understanding of where they frequent and what sales channels might be most attractive. As such, the relevance of this study lies in its ability to provide a starting point of reference for African brands, designers and retailers looking to expand their reach in the U.S. market place. Results of the study revealed a predominance of female buyers between the age of 30 to 35 years of age, living within the Mid-Atlantic region of the U.S. with buying patterns which indicated a preference for in-person shopping experiences versus online, and a tendency to purchase bargain items while seeking authenticity in the designs purchased, with a keenness towards supporting artisans on the continent. Further research into the subject matter is recommended, and should be aimed at achieving a more robust review of quantitative data as well as an expanded scope of qualitative research.

Made available in DSpace on 2010-04-20T20:14:50Z (GMT). No. of bitstreams: 1 61070100617.pdf: 2228039 bytes, checksum: 4712d4fbb83ae3441be70f03a1089488 (MD5) Previous issue date: 2009-03-04T00:00:00Z / Este trabalho aborda o tema da socialização nos relacionamentos inter organizacionais como oportunidade de geração de valor. Atualmente torna-se cada vez mais importante aprimorar o relacionamento entre empresas sob a expectativa de influenciar seu relacionamento e sua performance. Com base nesta percepção, este estudo visa mensurar o impacto dos mecanismos de socialização de compradores para a criação de valor no relacionamento cliente-fornecedor, assim como direcionar algumas oportunidades encontradas na pesquisa anterior sobre os Mecanismos de Socialização. Esta dissertação foi embasada na pesquisa original de Cousins et al. (2006) e contribuiu para o desenvolvimento do tema contando com maior exploração da literatura, atualizações, redefinições de construtos e, conseqüentemente, novas variáveis foram adicionadas à pesquisa. Foi adotado o método de pesquisa Survey e foi desenvolvida via Internet com 91 executivos de Compras e Supply Chain no Brasil entre 2008 e inicio de 2009. A amostra foi analisada utilizando o modelo de equações estruturais e os resultados mostram que os mecanismos de socialização informais possuem impacto significativo na geração de capital relacional, e em contra partida, os mecanismos formais possuem impacto relativamente inferior. / This study attempts to the Socialization mechanisms on interorganizacional relationships as an opportunity to create value. It is suggested that it becames more important to improve interorganizational relationships expecting to impact the relationship and companies performance. Based on this background, this study aims to measure the impact of buyer socialization mechanisms to create added value on buyer-supplier relationship, as well as addressing some of the shortcomings in prior research on Socialization Mechanisms. This dissertation was based on original research of Cousins et al. (2006) and it contributes to the issue development, with a deep literature review, updates, constructs redefinition and consequently new variables were add to the research. It was addopted Survey as research methodology and it was developped a web-based survey with 91 Purchasing and Supply Chain executives in Brazil between 2008 and beginning 2009. Sample were analysed through Structural Equations Modeling and results showed that informal socialization mechanism impact significantly on relational capital creation, however, formal socialization mechanism has a lesser impact.

Made available in DSpace on 2010-04-20T20:48:28Z (GMT). No. of bitstreams: 3 71436.PDF.jpg: 14500 bytes, checksum: 79ce258895217ba70ac7208a22945e69 (MD5) 71436.PDF: 5130866 bytes, checksum: 504142b1057fd14780c3f69737baf66a (MD5) 71436.PDF.txt: 510782 bytes, checksum: 46486f756cfb2f3502558e1362f8f71b (MD5) Previous issue date: 2005-01-31T00:00:00Z / This present piece aims to shed light on the various factors that influence relationship closeness. The literature review encompasses marketing channels, TCE, relationship marketing and industrial marketing literature. This review has identified that trust performs a key-role and, therefore, any research should explore the trust concept, its underlying factors and the consequences of trust to relationship continuity. The methodology applied to run the research was built in two steps: the first one (qualitative) included indeep interviews with 12 apparel retail product managers. The second step (quantitative) included structural equation modeling and multiple regression techniques applied on survey data collected from 154 product managers. The qualitative research and the theory analysis supported the proposition of the constructs of trust, commitment, intention to stay and trust antecedents, all of them included during the model building process. The model was tested and not only results for the entire sample were analysed, but for the various retail formats represented in this research. Based on results, a set of suggestions to suppliers is recommended in order to improve relationships, specifying aspects that must be managed to develop and maintain trust for each retail format. / Este trabalho procura contribuir para o esclarecimento dos diversos fatores que influenciam a proximidade de um relacionamento. A sistematização do conhecimento foi realizada através do exame da literatura de canais de marketing, economia dos custos de transação, marketing de relacionamento e marketing industrial. Esta revisão possibilitou identificar que a confiança ocupa um papel central no relacionamento, sendo fundamental investigar em profundidade os seus fatores antecedentes, bem como seus impactos sobre a intenção à continuidade do relacionamento. A metodologia empregada na operacionalização da pesquisa foi realizada em duas fases: a primeira fase (qualitativa) incluiu a realização e análise de entrevistas em profundidade junto a uma amostra de 12 gerentes de produto de organizações do varejo de vestuário. A segunda fase (quantitativa) utilizou técnicas de modelagem de equações estruturais e de regressões múltiplas a partir de dados coletados através de questionários respondidos por 154 gerentes de compras. O exame da literatura e da pesquisa qualitativa possibilitou a delineação dos construtos confiança, compromisso e intenção à continuidade, e o levantamento dos aspectos determinantes da confiança. Esses conceitos foram utilizados na construção de um modelo teórico, testável empiricamente. A modelagem quantitativa não contemplou apenas os resultados da amostra como um todo, mas também detalhou os resultados para os diferentes formatos varejistas que estão representados na pesquisa. Os resultados foram confrontados com a teoria analisada, e, a partir das conclusões, são sugeridas diversas recomendações aos fornecedores para refinar o atendimento de cada formato varejista.

La puissance d'achat est appréhendée par le droit européen comme un pouvoir de marché entraînant des effets pro et anticoncurrentiels sur le marché intérieur. Les dispositions de droit positif concernant les pratiques restrictives de concurrence et les concentrations d'une part, ainsi que les abus de domination d'autre part, correspondent à deux hypothèses d'appréhension de la puissance d'achat par le droit de la concurrence. Si les premières relèvent d'une logique structurelle tempérée, les abus de domination obéissent à une logique ordo- structurelle forte teintée d'un élément subjectif afférent au comportement. Dans le premier cas, la puissance d'achat est considérée comme nocive pour la concurrence si son degré est trop important. Dans le second cas, elle est présumée nocive et réprimée si elle est exercée abusivement. Les objectifs de politique concurrentielle européenne de protection de l'efficience globale de marché et les outils normatifs afférents témoignent toutefois d'une approche limitative de la puissance d'achat. Les lois actuelles démontrent certaines faiblesses dans l'appréhension de la puissance d'achat, celle-ci dépassant les situations monopso- ou oligopsonistiques et s'exprimant notamment comme pouvoir de marché relatif. Les modifications législatives proposées dans le sens d'une appréhension de la puissance d'achat dans ses différentes acceptions économiques pourraient toutefois permettre de protéger utilement l'ensemble des acteurs économiques concernés sans se limiter au consommateur final. / European law considers buyer power as a market power able to create pro and anticompetitive effects on the internal market. Buyer power is concerned by the application of competition law in cases of anticompetitive pratices and mergers on the one hand and abuse of dominance on the other hand which differents economic logics. Rules about anticompetitive practices and mergers focuse on the buyer power's degree which define pro and anticompetitive effects. Rules about abuse of dominance focuse on the abuse of a dominant buyer and assume anticompetitive effects. The assessment of buyer power under competition law is substantially influenced by the general competition policy concept which is aimed at maximising consumer welfare. Competition law considers buyer power predominantly as an absolute market power and not in the form of bargaining power exercised bilaterally vis-à-vis individual suppliers. Nevertheless european existing law is not able to consider all situations of buyer power. Monopolistic or oligopolistic situations do not reflect the reality of buyer power which also significate a relative market power. It seems that proposed legislative modifications aiming to consider the economic reality of buyer power on the entire market could lead to a better protection of all concerned competitors and not only the end consumer. / Das europäische Recht tendiert dazu Nachfragemacht als Marktmacht aufgrund ihrer wettbewerbspositiven und -negativen Effekten auf dem Binnenmarkt zu erfassen. Die Nachfragemacht im europäischen Recht wird zum einen durch das Kartellrecht, die Fusionskontrolle und zum anderen durch die Missbrauchskontrolle erfasst. Diese Normen entsprechen alle einer wettbewerbspolitischen Orientierung, können jedoch aufgrund ihrer jeweiligen Wettbewerbssysteme unterschieden werden. Zum einem erfassen das Kartellrecht und die Fusionskontrolle die Nachfragemacht als Marktmacht, die aufgrund ihres Grades positive und negative Auswirkungen auf die Marktstruktur bewirken kann. Zum anderen wird die Nachfragemacht aber auch vom europäischen Missbrauchsverbot erfasst. Es wird anders als im Kartellrecht oder bei der Fusionskontrolle nicht ermittelt, inwiefern Nachfragemacht den Wettbewerb möglicherweise schädigt, sondern ob der Wettbewerb wegen der Ausnutzung dieser Marktmacht geschädigt wird. Jedoch erfassen die europäischen Rechtsnormen den ökonomischen Ansatz der Nachfragemacht auch anhand des Monopsonmodell nur teilweise und stellen deshalb eine begrenzte juristische Analyse dieses Phänomens dar. Dabei schliesst das europäische wettbewerbspolitische Leitbild den Schutz bilateraler Verhältnisse aus seinem Anwendungsbereich aus wohlfahrtsneutralen Gründen aus. In diesem Sinne wird Nachfragemacht prinzipiell als absolute Marktmacht definiert. In der Weise einer vereinfachten aber zugleich wirksamen Erfassung von Nachfragemacht durch das europäische Recht könnten jedoch die vorgeschlagenen Änderungen der aktuellen Rechtsnormen zu einem umfassenden Schutzes aller Marktteilnehmer führen.

Le succès d'une entreprise est garanti par son approche relationnelle, c'est-à-dire, sa capacité à créer, développer et maintenir de nouvelles relations d'affaires mutuellement profitable sur le long terme. Le vendeur devient la pièce maitresse de l'entreprise, puisqu'il passe presque tout son temps en contact avec les clients. Cette approche relationnelle de la vente est donc réellement au cœur du succès d'une entreprise. Néanmoins, certaines entreprises ont tout de même été déçues du résultat de leurs investissements dans l'approche relationnelle de la vente. Ces résultats mitigés indiquent l'importance de l'étude de l'approche relationnelle de la vente et notamment l'identification des facteurs qui influencent la performance du vendeur. Notre recherche a pour objet de définir et de comprendre quelles sont les caractéristiques individuelles du vendeur influençant les attitudes et comportements du client. Ce mécanisme de l'approche relationnelle de la vente est éclairé par la formalisation d'un modèle et la formulation d'hypothèses qui sont testées sur un échantillon de 175 vendeurs et clients (la dyade). Notre étude porte sur l'influence positive de l'auto-efficacité, de l'attitude envers la vente et de l'expertise sur la qualité de la relation, l'intention d'achat et le bouche-à-oreille du client. La qualité de la relation médiatise l'effet de l'expertise sur l'intention d'achat et le bouche-à-oreille et l'intuition modère les liens entre l'auto-efficacité, l'attitude envers la vente et l'expertise sur l'intention d'achat et le bouche-à-oreille. Les résultats confirment l'effet direct des antécédents et le rôle médiateur de la qualité de la relation. Le rôle modérateur de l'intuition a également été confirmé sur la relation entre les antécédents et l'intention d'achat. Nos contributions enrichissent le corps théorique de l'approche relationnelle et la démarche méthodologique dyadique de la recherche sur la vente. Pour les gestionnaires, notre travail offre de multiples applications permettant d'accroître l'efficacité de l'embauche et de la formation des forces de vente. / A company's success is guaranteed by its relational approach, that is, its ability to establish, develop and maintain new business relationships that are mutually beneficial over time. The seller becomes the centrepiece of the firm, since almost all of his time is spent in contact with customers. This relational approach in a sales context is actually at the heart of successful business. Nevertheless, some businesses have been disappointed with the results of their investment in the relational approach. These mixed results indicate the importance of further study into the relational approach in a sales context, and in particular the need to identify the factors that influence the performance of the seller. The object of our study is to define and understand what are the individual characteristics of the seller that influence the attitudes and behaviours of the client. The mechanism of the relational approach in a sales context is reproduced using a model and the formulation of hypotheses tested on a sample of 175 sellers and customers (the dyad). Our study focuses on the positive influences of self-efficacy, attitude towards selling and expertise on the relationship quality, the purchase intentions and the word-of-mouth of the customer. The relationship quality mediates the effect of expertise on the purchase intention and the word-of-mouth and intuition moderates the relationship between self-efficacy, attitude towards selling and expertise on the purchase intentions and the word-of-mouth. The results confirm the direct effect of the antecedents and the mediating role of the relationship quality. The moderating role of intuition on the relationship between the antecedents and the purchase intentions was also confirmed. Our contributions add to the theoretical body of research on the relational approach and the methodological dyadic approach to sales research. For managers, our research has numerous applications for increasing the effectiveness of hiring and training sales forces.

Made available in DSpace on 2014-12-17T13:51:33Z (GMT). No. of bitstreams: 1 MarliFFST_TESE.pdf: 2405705 bytes, checksum: d5382e776543ce8d8c7f7d5ffc17c027 (MD5) Previous issue date: 2012-04-13 / This research is part of the field of organizational studies, focusing on organizational purchase behavior and, specifically, trust interorganizational at the purchases. This topic is current and relevant by addressing the development of good relations between buyer-supplier that increases the exchange of information, increases the length of relationship, reduces the hierarchical controls and improves performance. Furthermore, although there is a vast literature on trust, the scientific work that deal specifically at the trust interorganizational still need further research to synthesize and validate the variables that generate this phenomenon. In this sense, this investigation is to explain the antecedents of trust interorganizational by the relationship between the variable operational performance, organizational characteristics, shared values and interpersonal relationships on purchases by manufacturing industries, in order to develop a robust literature, most consensual, that includes the current sociological and economic, considering the effect of interpersonal relationships in this phenomenon. This proposal is configured in a new vision of the antecedents of interorganizational trust, described as significant quantitative from models Morgan and Hunt (1994), Doney and Cannon (1997), Zhao and Cavusgil (2006) and Nyaga, Whipple, Lynch (2011), as well as qualitative analysis of Tacconi et al. (2011). With regard to methodological aspects, the study assumes the form of a descriptive, survey type, and causal trace theoretical and empirical. As for his nature, the investigation, explicative character, has developed a quantitative approach with the use of exploratory factor analysis and structural equation modeling SEM, with the use of IBM software SPSS Amos 18.0, using the method of maximum verisimilitude, and supported by technical bootstraping. The unit of analysis was the buyer-supplier relationship, in which the object under investigation was the supplier organization in view of the purchasing company. 237 valid questionnaires were collected among key informants, using a simple random sampling developed in manufacturing industries (SIC 10-33), located in the city of Natal and in the region of Natal. The first results of descriptive analysis demonstrate the phenomenon of interorganizational trust, in which purchasing firms believe, feel secure about the supplier. This demonstration showed high levels of intensity, predominantly among the vendors that supply the company with materials that are used directly in the production process. The exploratory and confirmatory factor analysis, performed on each variable alone, generated a set of observable and unobservable variables more consistent, giving rise to a model, that needed to be further specified. This again specify model consists of trajectories was positive, with a good fit, with a composite reliability and variance extracted satisfactory, and demonstrates convergent and discriminant validity, in which the factor loadings are significant and strong explanatory power. Given the findings that reinforce the model again specify data, suggesting a high probability that this model may be more suited for the study population, the results support the explanation that interorganizational trust depends on purchases directly from interpersonal relationships, sharing value and operating performance and indirectly of personal relationships, social networks, organizational characteristics, physical and relational aspect of performance. It is concluded that this trust can be explained by a set of interactions between these three determinants, where the focus is on interpersonal relationships, with the largest path coefficient for the factor under study / Esta pesquisa se insere no campo dos estudos organizacionais, focalizando o comportamento de compra organizacional e, de forma espec?fica, a confian?a interorganizacional nas compras. Esse tema ? atual e relevante por abordar o desenvolvimento de boas rela??es entre comprador-fornecedor que amplia a troca de informa??es, aumenta o tempo de relacionamento, reduz os controles hier?rquicos e melhora o desempenho. Al?m disso, embora exista uma vasta literatura sobre confian?a, os trabalhos cient?ficos que tratam especificamente da confian?a interorganizacional ainda carecem de mais pesquisas que sintetizem e validem as vari?veis geradoras desse fen?meno. Nesse sentido, essa investiga??o consiste em explicar os antecedentes da confian?a interorganizacional pela rela??o entre as vari?veis desempenho operacional, caracter?sticas organizacionais, compartilhamento de valores e relacionamento interpessoal nas compras realizadas pelas ind?strias de transforma??o, a fim de desenvolver uma literatura robusta, mais consensual, que contemple as correntes sociol?gicas e econ?micas, considerando o efeito das rela??es interpessoais nesse fen?meno. Essa proposta se configura em uma nova vis?o dos antecedentes da confian?a interorganizacional, descritos como significativos com base nos modelos quantitativos de Morgan e Hunt (1994), Doney e Cannon (1997), Zhao e Cavusgil (2006) e Nyaga, Whipple, Lynch (2011), bem como da an?lise qualitativa de Tacconi et al. (2011). No que se refere aos aspectos metodol?gicos, o estudo assume a forma de uma pesquisa descritiva, do tipo survey, e causal de cunho te?rico emp?rico. Quanto ? sua natureza, a investiga??o, de car?ter explicativo, se desenvolveu em uma abordagem quantitativa, com o uso da an?lise fatorial explorat?ria e da modelagem de equa??es estruturais SEM, com o recurso do software IBM SPSS Amos 18.0, utilizando o m?todo da m?xima verossimilhan?a e apoiada pela t?cnica de bootstraping. A unidade de an?lise foi a rela??o comprador-fornecedor, em que o objeto investigado era a organiza??o fornecedora na vis?o da empresa compradora. Foram coletados 237 question?rios v?lidos, entre os informantes-chaves, utilizando uma amostragem aleat?ria simples desenvolvida nas ind?strias de transforma??o (CNAE 10 a 33), localizadas na cidade do Natal e na regi?o da Grande Natal. Os primeiros resultados das an?lises descritivas demonstram o fen?meno da confian?a interorganizacional na qual as empresas compradoras acreditam, se sentem seguras em rela??o ? empresa fornecedora. Essa manifesta??o apresentou altos n?veis de intensidade, com predomin?ncia entre os fornecedores que suprem a empresa com os materiais que s?o utilizados diretamente no processo produtivo. As an?lises fatoriais explorat?rias e confirmat?rias, realizadas em cada vari?vel isoladamente, geraram um conjunto de vari?veis observ?veis e n?o observ?veis mais consistentes, que juntas formaram um modelo que precisou de reespecifica??o. Esse modelo reespecificado foi constitu?do por trajet?rias positivas, com bom ajustamento, com confiabilidade composta e vari?ncia extra?da satisfat?rias, assim como demonstra validade convergente e discriminante, nas quais as cargas fatoriais s?o significativas e com forte poder explicativo. Diante das constata??es que refor?am o modelo reespecificado aos dados, sugerindo uma elevada probabilidade de que esse modelo seja o mais ajustado para a popula??o em estudo, os resultados suportam a explica??o de que a confian?a interorganizacional nas compras depende diretamente do relacionamento interpessoal, do compartilhamento de valores e do desempenho operacional e indiretamente das rela??es pessoais, redes sociais, caracter?sticas organizacionais, aspecto f?sico e relacional do desempenho. Conclui-se que essa confian?a pode ser explicada por um conjunto de intera??es entre esses tr?s determinantes, nos quais o ponto central recai sobre o relacionamento interpessoal, que apresentou o maior coeficiente de trajet?ria para o fator em estudo

Submitted by Victor Dahan (victordahan@gmail.com) on 2018-04-27T18:12:07Z No. of bitstreams: 1 dissertaçao victor dahan.pdf: 830090 bytes, checksum: abd452449e803a9e167656fbab4240bf (MD5) / Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2018-05-03T20:52:44Z (GMT) No. of bitstreams: 1 dissertaçao victor dahan.pdf: 830090 bytes, checksum: abd452449e803a9e167656fbab4240bf (MD5) / Made available in DSpace on 2018-05-08T14:30:40Z (GMT). No. of bitstreams: 1 dissertaçao victor dahan.pdf: 830090 bytes, checksum: abd452449e803a9e167656fbab4240bf (MD5) Previous issue date: 2018-04-26 / We investigate how the provision of trade credit by suppliers reacts when their customer firms suffer an adverse shock. We exploit an exogenous adverse shock to firms in the Brazilian food industry caused by the public announcement of a fraud investigation named Operation Weak Flesh. Using a within-firm differences-in-differences identification strategy, we found that customers suffered a negative impact of around 20 to 30% in their accounts payable, while suppliers reduced their credit provision by around 5 to 6%. The evidence suggests that suppliers would rather shield themselves against increased risks in the supply chain than try to save their customers and their relationship with them.

Nesta pesquisa, o principal objetivo foi analisar como são conduzidas as negociações entre compradores e vendedores que acontecem em um ambiente relacional, buscando não só entender os impactos do relacionamento das partes no processo de negociação, mas também verificar se as negociações o favorecem, notadamente em situações nas quais as partes pretendem manter ou aumentar as interações no futuro. Para responder esse objetivo foi escolhido o setor de distribuição de insumos agrícolas, com foco em defensivos, considerando as transações que ocorrem entre os distribuidores e os produtores rurais. Para ampliar as discussões desta pesquisa, optou-se por analisar as negociações entre as partes em dois países: Brasil e Estados Unidos. Assim, foi realizada uma pesquisa qualitativa, de caráter exploratório/descritivo, utilizando o método de estudos de casos múltiplos. Os dados foram coletados a partir do estudo de 13 casos - situações de negociação (seis no Brasil e sete nos Estados Unidos), considerando a visão do vendedor e do comprador (díades) para que se pudesse ter uma perspectiva de ambos os lados. Para isso, contou-se com o auxílio de seis distribuidores de insumos, sendo três no Brasil e três nos Estados Unidos. Os gerentes de vendas dos distribuidores foram entrevistados para que o entendimento do processo de negociação pudesse ser ampliado. Assim, em conjunto com observações, foram realizadas 13 entrevistas com vendedores, 13 com produtores e seis com gerentes de vendas, totalizando 32. Como principais resultados e contribuições, destaca-se: (1) foi proposta uma estrutura conceitual, baseada no modelo adaptado do IMP Group, para o estudo das negociações entre compradores e vendedores, considerando os elementos sistêmicos da negociação. Pôde-se perceber os impactos do ambiente da negociação (concorrentes e variáveis macroambientais), da atmosfera (poder, tempo e informação), do planejamento, do processo de negociação, dos resultados e da implementação dos acordos da negociação. Além disso, notou-se que os resultados substanciais (econômicos) podem ser superados pelos resultados psicológico-sociais da negociação, uma vez que vendedores e compradores podem abrir mão dos ganhos pensando na continuidade do relacionamento entre as partes; (2) a aplicação da estrutura para a análise das díades mostrouse aderente, o que resulta em outra contribuição. A estrutura conceitual poderá ser utilizada em outros contextos para o entendimento das negociações entre compradores e vendedores; (3) a partir da análise dos contextos Brasil e Estados Unidos, notou-se o impacto que o modelo de negócios dos distribuidores pode ter nas negociações. De um lado os distribuidores brasileiros têm sua oferta mais baseada em produtos, resultando em uma maior discussão de preços nas negociações. Já do lado norte-americano, a oferta é baseada em serviços e troca de informações, o que aumenta a dependência, os custos de mudança dos produtores e afeta os processos de negociação, diminuído em alguns casos a negociação de preços; (4) por fim, nota-se que o relacionamento entre as partes pode ter um impacto positivo nas negociações entre compradores e vendedores, diminuindo o uso de alternativas, aumentando a possibilidade de ampliação do valor das negociações e tirando o foco do preço. Além disso, percebe-se que a forma como as negociações são conduzidas pode ter um impacto positivo no relacionamento entre as partes. Assim, com a evolução do relacionamento, o conteúdo das negociações pode mudar da barganha de preços e evoluir para a discussão das adaptações necessárias para ampliação dos ganhos mútuos e maximização do valor das partes. / The main goal of this research was to analyze how the negotiations between buyers and sellers take place in a relational environment, seeking not only to understand the impacts of the relationship of the parties in the negotiation process, but also whether the negotiations favor the relationship, specifically in situations in which the parties aim to maintain or increase future interactions. To meet this goal, the distribution sector of agricultural inputs was chosen, focusing on defensive, and considering transactions that took place between distributors and farmers. The choice of this sector was due to its strong relational characteristic. To broaden the discussion of this research, the negotiations in two countries was analyzed: Brazil and the United States. Thus, a qualitative survey was conducted with an exploratory / descriptive perspective and using a multiple case studies method for data collection. The data was collected from the study of 13 negotiation situations (six in Brazil and seven in the United States), considering the view of the seller and the buyer (dyads) so that it was possible to have the perspective from both sides. Accordingly, interviews were conducted with six distributors, three in Brazil and three in the United States. The distributors\' sales managers were interviewed to develop a better understanding of the negotiation process. Thus, for the development of this research, 13 interviews were conducted with vendors, with 13 producers and six with sales managers, totaling 32. The main results and contributions are: (1) a conceptual framework was proposed based on the adapted model of the IMP Group for the study of negotiations between buyers and sellers, considering the systemic elements of the negotiation. The framework considers the various stages of negotiation and was the basis for the analysis of 13 dyads. From the analysis, the impact of the trading environment was observed (competitors and macroenvironmental variables), the atmosphere (power, time and information), planning, the negotiation process, the negotiation results, and the negotiation results implementation. Considering the importance of the relationship between the parties, the substantial results (economic) could be overcome by psychological and social results of the negotiation, as buyers and sellers can give up gains in exchange of maintaining and continuing with a good relationship with the other part; (2) the use of the framework to analyze the dyads proved to be effective, therefore the possible use of the framework in other contexts for the understanding of negotiations between buyers and sellers is another contribution of this thesis; (3) from the analysis of Brazilian and US contexts, it was noted the impact that the business model can have on negotiations. In one hand the Brazilian distributors have most of their supply based on products, resulting in more price discussion. In the other hand, in the US, the focus was on services and information exchange, which increases the dependency of producers decreasing, in some cases, the price negotiations; (4) finally, the relationship between the parties can have a positive impact on negotiations between buyers and sellers, reducing the use of alternatives, increasing the possibility of expanding the value of negotiations and taking the price out of focus. Moreover, it is clear that the way the negotiations are conducted can have a positive impact on the relationship between the parties. Therefore, with the relationship evolution, the negotiations content can evolve from prices negotiation to a discussion on necessary adaptation with a focus on value maximization for all parties.

Submitted by Guilherme Martins (mr.gsmartins@gmail.com) on 2013-04-01T19:47:10Z No. of bitstreams: 1 Tese_Final_01042013.pdf: 4879598 bytes, checksum: ad9e9fccd73fa960914ec139995b092c (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br) on 2013-04-01T21:02:48Z (GMT) No. of bitstreams: 1 Tese_Final_01042013.pdf: 4879598 bytes, checksum: ad9e9fccd73fa960914ec139995b092c (MD5) / Made available in DSpace on 2013-04-01T21:08:50Z (GMT). No. of bitstreams: 1 Tese_Final_01042013.pdf: 4879598 bytes, checksum: ad9e9fccd73fa960914ec139995b092c (MD5) Previous issue date: 2013-02-27 / Este trabalho buscou analisar o efeito da confiança tanto na criação de valor nas relações comprador-fornecedor quanto na sua captura. Partiu-se da perspectiva teórica da Visão Relacional, em que as relações colaborativas são capazes de criar um valor único, que não seria criado por nenhum dos membros da parceria de forma independente, nem mesmo em uma simples troca de mercado. A confiança tem papel central em relações colaborativas, pois atua como um efetivo mecanismo de governança relacional, que minimiza os custos de transação, como aqueles relacionados a monitoramento e controle, e promove o engajamento das firmas em atividades de criação de valor. Contudo, enquanto que a criação de valor é um cenário ganha-ganha, a captura de valor indica que, se uma fatia maior do bolo fica com uma firma, resta uma fatia menor para o outro parceiro. Se a presença da confiança é importante para o bom andamento de relacionamentos colaborativos, seu excesso pode fazer com que a firma se abstenha do uso do poder, o que significa deixar para o parceiro uma parte dos ganhos que seriam apropriáveis por ela. O estudo foi desenvolvido em 117 díades da indústria química brasileira, a partir dos relacionamentos das firmas desta indústria com compradores de outras indústrias. A modelagem de equações estruturais e a regressão múltipla compuseram as técnicas multivariadas de análise dos dados coletados. Os resultados do trabalho demonstraram a existência tanto do ‘lado brilhante’ quanto do ‘lado obscuro’ da confiança. Embora tenha ficado evidente a sua importância na criação das rendas relacionais para a díade, foi encontrado um limite para os benefícios crescentes do nível de confiança, pois seu excesso afetava negativamente a parcela de valor capturada pelo fornecedor. Os resultados do trabalho indicam ainda que o potencial de captura das rendas relacionais pelo fornecedor é prejudicado pelo aumento da sua dependência em relação ao comprador. Estes achados oferecem importantes contribuições teóricas e sugerem oportunidades para estudos futuros sobre o tema. / This study aims to analyze the effect of trust on both value creation and value capture in the buyer-supplier relationships. We have started from Relational Vision perspective, in which collaborative relationships are able to create a single value that would not be created by any of partnership members independently, even in a simple market exchange. Trust plays a central role in collaborative relationships, since it acts as an effective relational governance mechanism. Therefore, it minimizes transaction costs, such as those related to monitoring and controlling, and it promotes firms engagement in value creation activities. However, whereas value creation is a winwin scenario, in value capture, it means that, if a bigger slice of pie is taken by a firm, a smaller slice is left to the other firm. Thus, despite the importance of presence of trust to promote collaborative relationships, its excess makes firm forbear from bargain power use, meaning it would hand out to a partner a share of the gains that would be appropriated by the firm. The study was conducted on 117 dyads of Brazilian chemical industry, based on this industry firm’s relationships with buyers from others industries. Structural equation modeling and multiple regression techniques have formed the multivariate data analysis. Our results demonstrated the existence of both 'bright side' and 'dark side' of trust. Although the importance of trust was evident in relational rents creation on dyads, we found a limit to the benefits of the growing level of confidence. In excess, it actually hurts the potential of suppliers in capturing value. Our results also indicate that suppliers’ potential in capturing relational rents was hampered by high dependence in a particular buyer. Theoretical and managerial implications are discussed.

Syfte: Syftet med den här studien är att utifrån tidigare forskning ge ett bidrag till förståelsen för hur försäljningspriset påverkas när en köpmäklare finns representerad i en prisförhandling. Metod: Studien är experimentell. Forskningsansatsen utgår från ett deduktivt synsätt med en ontologisk inriktning, och är av explanativ art. Studien är genomförd via ett experiment med 48 stycken simulerade förhandlingar. Givna objekt och givna referenspunkter gavs inför varje enskild förhandling, metodiskt kallade försök. En kontrollgrupp och en experimentgrupp användes för att säkerställa den oberoende variabelns påverkan på den beroende variabeln. Den beroende variabeln likställs med försäljningspriset och den oberoende variabeln med köpmäklarens inverkan. Den procentuella ökningen från utgångspris till försäljningspris i kontrollgruppen ställdes mot den procentuella ökningen från utgångspris till försäljningspris i experimentgruppen för att urskilja köpmäklares representation i prisförhandlingen. Vidare avser forskningsdesignen att korroborera en tidigare studie gjord av Sahin et al. (2013) genom att utveckla och anpassa Sahins et al. (2013) forskningsdesign. En nollhypotes har skapats i avseende att testa den alternativa hypotesen. Resultat och analys: Studiens empiriska resultat anses vara icke signifikant och det kan därmed inte fastställas att en köpmäklares representation i en prisförhandling har en påverkan på försäljningspriset. Således indikerar experimentets genererade värden att enköpmäklare kan ha en viss påverkan på försäljningspriset, men skillnaden mellan kontrollgrupp- och experimentgrupp anses för liten för att resultatet ska kunna anses vara statistiskt signifikant. Detta innebär att en korroborering inte kan anses vara genomförd, utan en falsifiering torde vara ett mer passande begrepp. Vidare kan således inte tidigare forskning stödjas på området. Förslag till vidare forskning: Då den experimentella studien visar en indikation på en representerad köpmäklares påverkan på försäljningspriset torde en studie i större omfattning och skala resultera i en statistiskt signifikant påverkan och därmed förankra ytterligare en forskningsteori. Ett bredare urval i fortsatta studier torde även öka studiens generaliserbarhet. Vidare visar teorigenomgången att en studie av denna art är betydelsefull för forskningsområdet. Uppsatsens bidrag: Arbetets bidrag är att öka förståelsen för köpmäklarens representation i en prisförhandling och dess inverkan på försäljningspriset. Vidare bidrar arbetet med en meta-studie på forskningsområdet och utifrån arbetets empiriska resultat samt tidigare forskning, kan en viss skepsism riktas mot den amerikanska forskningen. Studien ställer en representerad köpmäklare mot avsaknaden av en representerad köpmäklare och fyller därmed det forskningsgap som presenteras. Vidare kan en falsifiering av studien gjord av Sahin et al. (2013) konstateras då det empiriska resultatet inte kan anses vara statiskt signifikant och ett tillägg i debatten om problematiken kring replikering kan således också göras. / Aim: The purpose of this study is, based on previous research, contribute to theunderstanding of how the sales price is affected when a buyer broker is represented in a price negotiation. Method: The study is experimental. The research effort is based on a deductive approach with an ontological orientation and by an explanatory nature. The study was conducted through an experiment with 48 simulated negotiations. Given objects and given reference points were given for each individual negotiation, methodically called attempts. A control group and an experiment group were used to ensurethe independent variable's influence on the dependent variable. The dependent variable is equal to the selling price and the insufficient variable with the effect of the buyer's agent. The percentage increase from the starting price to the selling price of the control group was set against the percentage increase from the starting price to the selling price in the experimental group to distinguish the sales representatives' representation in the price negotiation. Furthermore, the research design relates to corroborating a previous study by Sahin et al. (2013) by developing and adapting Sahins et al. (2013) research design.A zero hypothesis has been created for testing the alternative hypothesis. Result & Conclusion: The empirical results of the study are considered to be non-significant and it can not therefore be established that a buyer broker’s representation in a price negotiation has an effect on the selling price. Thus, the generated values of the experiment indicate that a buyer broker may have a certain effect on the selling price, but the difference between the control group and the experiment group is considered too small to make the result statistically significant. This means that a corroboration can not be considered complete, and a falsification would be a more appropriate term.Furthermore, earlier research can not be supported in this area. Further research: As the experimental study shows an indication of the effect of a representative buyer broker’s effect on the selling price, a study to a greater extent and scale would result in a statistical significance impact and thus anchore a further research theory. A wider selection in further studies would also increase the generalization of the study. Furthermore, the theory review shows that a study of this nature is important for the research area. Contribution of the thesis: The contribution of the work is to increase the understanding of the buyer broker’srepresentation in a price negotiation and its impact on the selling price. Furthermore,thework contributes with a meta-study in the field of research and based on the empirical results of the work and previous research, some skepticism can be directed towards the American research. The study places a buyer broker against the absence of a buyerbroker and thus completes the research gap presented. Furthermore, a falsification of the study made by Sahin et al. (2013) is noted as empirical results can not be considered statistically significant and thus an addition to the debate on the problem of replication can also be done.