Valter Cavalcante Lourenço
Master's – Power disputes in marketing channels: the evolution of intermediaries roles in the e-commerce age
Advisor: Profª Drª Ana Akemi Ikeda
Comission: Profs. Drs. Iná Futino Barreto, Alexandre Cappellozza and Leandro Angotti Guissoni
Class: 217, FEA-5
The marketing channel’s theme is one of the oldest in the history of marketing study, but it also becomes more and more present. With the appearance of Internet and the possibility of a system of exchanges using this tool, the power structures of the channels start to present changes, in studying this phenomenon we will focus on the Brazilian toy market. From the study question: "How are the power relations established by channel players in an environment that starts adopting e-commerce?" and the objective "understand the power relations established by the players in the toy market industry taking into account the new roles acquired in an environment that starts adopting e-commerce ", an exploratory, qualitative study was carried out, using case study as a methodological procedure and in-depth-interviews as the main means of information gathering, the interviews were conducted with toy market executives with 10 years’ experience in the industry. Five interviews were conducted with executives from the area and an extra interview with a certification specialist in the industry, this process enabled the understanding, not only, of the different perspectives regarding power relations, but also about techniques and strategies used in dealing with the conflicts that emerges from these relationships. Regarding the insertion of e-commerce to this environment, it was observed a certain rejection by the traditional retailers, but as an opportunity for suppliers, some strategies derived from e-commerce and its implications were also analyzed during the study. From the theoretical point of view, the research results aim to elucidate questions about the insertion of e-commerce and its effect on the conflicts in the marketing channels environment that arises at the current status of the Brazilian marketplace, and from a practical point of view, to identify relevant variables for players in the Brazilian toy market to work with, besides assisting future studies related to the topics covered.
*Abstract provided by the author