Gerenciamento por categorias em pequenos supermercados compensa o esforço? Outros Idiomas

ID:
14998
Resumo:
A Gestão de categorias (GC) é uma ferramenta importante para se fortalecer o relacionamento entre fabricantes e varejistas. Esse processo tem sido associado a grandes varejistas corporativos; contudo, algumas pesquisas recentes mostram que o GC está aberto a empresas de qualquer tipo ou tamanho. Esta possibilidade é importante para mercados emergentes, onde os mercados de bairro ainda são representativos, sendo frequentemente considerados como uma alternativa, para que os fabricantes atinjam margens mais altas do que aquelas alcançadas pelas redes de supermercados maiores. Nesse contexto, o objetivo desta pesquisa foi o de analisar os resultados da iniciativa do de GC, em minimercados de bairro, de uma perspectiva manufatureira. Os dados usados para a elaboração do estudo vêm de uma fabricante de alimentos no Brasil, que implantou um processo de GC junto a 180 pequenos varejistas. Foi utilizada uma análise quantitativa, com o fim de se analisar o efeito do programa nas vendas e na participação de mercado, por parte da fabricante de alimentos. Nossa análise sugere um efeito final positivo do programa, tanto em termos de vendas quanto sobre a participação de mercado.
Citação ABNT:
GUISSONI, L. A.; CÔNSOLI, M. A.; RODRIGUES, J. M. Is category management in small supermarkets worth the effort?. Revista de Administração de Empresas, v. 53, n. 6, p. 591-603, 2013.
Citação APA:
Guissoni, L. A., Cônsoli, M. A., & Rodrigues, J. M. (2013). Is category management in small supermarkets worth the effort?. Revista de Administração de Empresas, 53(6), 591-603.
Link Permanente:
http://www.spell.org.br/documentos/ver/14998/gerenciamento-por-categorias-em-pequenos-supermercados-compensa-o-esforco-/i/pt-br
Tipo de documento:
Artigo
Idioma:
Inglês
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