Redes de cooperação no varejo: um estudo teórico-empírico em centrais de negócios supermercadistas no estado de São Paulo

Abstract

The new molds of competitiveness have suggested that the attentions should be focused on an efficient management of the supply chain in the supermarket departments, starting from the producer until the end user of the products, reducing the operational costs. It is known that the elimination of some intermediation stages into the distribution channels can represent to the small and medium retailers an important competitive advantage, with the elimination of the additional costs charged by the intermediaries. The objective of this study is to identify if the participation in cooperation networks provides to the small supermarkets access to buy directly from the industries, and also show what benefits are obtained in these negotiations. The bibliographic research was the base to define the methodology of this paper that was realized through an observational study realized with nineteen Supermarket Business Centers in the state of São Paulo. For data collection, it was prepared a questionnaire with specific questions. After the data collection and tab, it was used some quantitative techniques of data analysis through the SAS system. The study shows the migration of a quote of the purchase from the channel wholesaler to the industry, providing cost reductions and negotiations of joint marketing activities for the partners. Key words: cooperation networks, distribution channels, retail.