The Influence of Crop Protection Companies on Their Dealers’ Market Orientation
Author(s)
Roberto Fava Scare,
Julia Cavalheri Tittoto,
Janaína Gagliardi Bara,
Jonny Mateus Rodrigues
Affiliation(s)
School of Economics, Business Administration and Accounting at Ribeirão Preto, University of São Paulo, Ribeirão Preto, Brazil.
School of Economics, Business Administration and Accounting at Ribeirão Preto, University of São Paulo, Ribeirão Preto, Brazil.
ABSTRACT
Over the past 15 years in Brazil, crop protection companies have invested in training and capacity programs in order to develop more efficient and professional dealers, as well as developing influence strategies to improve the relationship with them. The present study aims to describe and verify if influence strategies and training and consulting programs made by crop protection companies in developing their dealers have generated greater market orientation, better performance, revenue and partnership in dealers’ perceptions. The questionnaire was developed based on the initial literature review and applied to owners and managers of crop protection dealers during association meetings in late 2011 and 2012, concentrated in the states of Mato Grosso and Goiás. Responses were obtained from 70 respondents from 42 different dealers located in 26 different municipalities. It was observed that there are some correlations between the components of Markor and between influence strategies, as well as observing correlations between the strategies of influence and the dealers’ market orientation.
Over the past 15 years in Brazil, crop protection companies have invested in training and capacity programs in order to develop more efficient and professional dealers, as well as developing influence strategies to improve the relationship with them. The present study aims to describe and verify if influence strategies and training and consulting programs made by crop protection companies in developing their dealers have generated greater market orientation, better performance, revenue and partnership in dealers’ perceptions. The questionnaire was developed based on the initial literature review and applied to owners and managers of crop protection dealers during association meetings in late 2011 and 2012, concentrated in the states of Mato Grosso and Goiás. Responses were obtained from 70 respondents from 42 different dealers located in 26 different municipalities. It was observed that there are some correlations between the components of Markor and between influence strategies, as well as observing correlations between the strategies of influence and the dealers’ market orientation.
KEYWORDS
Crop Protection Companies, Relationship Programs, Influence Strategies, Dealers, Market Orientation
Crop Protection Companies, Relationship Programs, Influence Strategies, Dealers, Market Orientation
Cite this paper
Scare, R. , Tittoto, J. , Bara, J. and Rodrigues, J. (2014) The Influence of Crop Protection Companies on Their Dealers’ Market Orientation. iBusiness, 6, 151-159. doi: 10.4236/ib.2014.64016.
Scare, R. , Tittoto, J. , Bara, J. and Rodrigues, J. (2014) The Influence of Crop Protection Companies on Their Dealers’ Market Orientation. iBusiness, 6, 151-159. doi: 10.4236/ib.2014.64016.
References
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http://dx.doi.org/10.2307/3172691 [19] Krathwohl, D.R. (1993) Methods of Educational and Social Science Research: An Integrated Approach. Longman/Addison Wesley Longman, New York, 789 p. [20] Kothari, C.R. (2009) Research Methodology: Methods and Techniques. New Age International, 401 p. [21] Gil, A.C. (2008) Como elaborar projetos de pesquisa. 5th Edition, Atlas, São Paulo. [22] Booth, W.C., Colomb, G.G. and Willians, J.M. (2008) The Craft of Research. University of Chicago Press, Chicago, 317 p.
[1] (2010) United Nations (UN). http://www.un.org/en/ [2] (2010) Organisation for Economic and Cooperation Development (OECD).
http://www.oecd.org/ [3] Centro de Estudos Avançados em Economia Aplicada (CEPEA/ESALQ/USP).
http://www.cepea.esalq.usp.br/pib/ [4] Ministério da Agricultura, Pecuária e Abastecimento (MAPA). http://www.agricultura.gov.br/ [5] Instituto de Pesquisa em Economia Agrícola (IPEA).http://www.ipea.gov.br/portal/ [6] Associação Brasileira do Agronegócio da Região de Ribeirão Preto (ABAGRP).
http://www.abagrp.org.br/agronegocioConceito.php [7] Mazotini, H., Morais, L.A.B., Prado, L.S. and Cônsoli, M.A. (2011) Panorama do Setor de Distribuição de Insumos no Brasil. In: Cônsoli, M.A., Prado, L.S. and Marino, M.K., Eds., Agrodistribuidor: O futuro da distribuição de insumos no Brasil, Editora Atlas S.A, São Paulo, 7-17. [8] Frazier, G.L. and Summers, J.O. (1984) Interfirm Influence Strategies and Their Application within Distribution Channels. Journal of Marketing, 48, 43-55.
http://dx.doi.org/10.2307/1251328 [9] Frazier, G. L., Gill, J.D. and Kale, S. (1989) Dealer Dependence Levels and Reciprocal Actions in a Channel of Distribution in a Developing Country. Journal of Marketing, 53, 50-69.
http://dx.doi.org/10.2307/1251524 [10] Frazier, G.L. and Rody R.C. (1991) The Use of Influence Strategies in Interfirm Relationships in Industrial Product Channels. Journal of Marketing, 55, 52-69.
http://dx.doi.org/10.2307/1252203 [11] Associação Nacional dos Distribuidores de Insumos Agrícolas e Veterinários (ANDAV).
http://www.andav.com.br/setor-cenario%202008.aspx [12] Cônsoli, M.A. and Neves, M.F. (2005) Proposta de um Sistema de Análise de Captura de Valor nos Canais de Distribuição como Ferramenta de Auxílio ao Planejamento de Canais—Anais do 1o Congresso Brasileiro de Sistemas “Despertando a Consciência para a Visão Sistêmica: Perspectivas para o Século XXI”. Realizado na Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto, Universidade de São Paulo, no período de 09 a 10 de Novembro de 2005. [13] Stern, L.W., El-Ansary, A.I. and Coughlan, A.T. (1996) Marketing Channels. 5th Edition, Prentice Hall, Upper Saddle River, 576 p. [14] Cônsoli, M.A, Marino, M.K., Lima Jr., J.C., Prado, L.C. and Neves, M.F. (2011) Drivers de valor e o relacionamento entre indústrias e distribuidores no setor de insumos. In: Cônsoli, M.A., Prado, L.S. and Marino, M.K., Eds., Agrodistribuidor: O futuro da distribuição de insumos no Brasil, Editora Atlas S.A, São Paulo, 32-48. [15] Boyle, B., Dwyer, F.R., Robicheaux, R.A. and Simpson, J.T. (1992) Influence Strategies in Marketing Channels: Measures and Use in Different Relationship. Journal of Marketing Research, 29, 462-473.
http://dx.doi.org/10.2307/3172712 [16] Narver, J.C. and Slater, S.F. (1990) The Effect of Market Orientation on Business Profitability. Journal of Marketing, 54, 20-35.
http://dx.doi.org/10.2307/1251757 [17] Lambin, J.J. (2000) Market-Driven Management. McGraw-Hill, London, 768 p. [18] Kohli, A.K., Jaworski, B.J. and Kumar, A. (1993) MARKOR: A Measure of Market Orientation. Journal of Marketing Research, 30, 467-477.
http://dx.doi.org/10.2307/3172691 [19] Krathwohl, D.R. (1993) Methods of Educational and Social Science Research: An Integrated Approach. Longman/Addison Wesley Longman, New York, 789 p. [20] Kothari, C.R. (2009) Research Methodology: Methods and Techniques. New Age International, 401 p. [21] Gil, A.C. (2008) Como elaborar projetos de pesquisa. 5th Edition, Atlas, São Paulo. [22] Booth, W.C., Colomb, G.G. and Willians, J.M. (2008) The Craft of Research. University of Chicago Press, Chicago, 317 p.