Browsing by Subject "FMCG"

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    From trust and dependence commitment to B2B engagement: An empirical analysis of inter-organizational cooperation in FMCG
    (Universidad Valencia, 2023) Valls Martínez, María del Carmen; Sánchez Pérez, Manuel; Gimeno Arias, Fernando; Santos Jaén, José Manuel; Pérez Sánchez, Manuel; Economía Financiera y Contabilidad
    This research paper aims to demonstrate that relationships play a pivotal role in fostering inter-organizational cooperation, both at the corporate and individual levels, within the fast-moving consumer goods (FMCG) distribution industry. Despite the extensive body of literature on relationship management, its impact on such a unique and important channel as FMCG remains undetermined. To achieve this objective, we designed a questionnaire for a survey targeting Spanish FMCG distributors, from which we collected 204 responses. We analyzed this data using partial least squares structural equation modeling (PLS-SEM), an emerging methodology in business research that enables us to assess the model's explanatory power and predictive capacity in understanding the relationships between various constructs. Our findings indicate the efficacy of governing inter-organizational relationships to facilitate cooperation. Additionally, we uncover links between corporate and individual relationships that contribute significantly to cooperation. In terms of practical implications for businesses, our results emphasize the importance for managers to prioritize relationships as an integral aspect of efficient channel management. This pertains to relationships within the distribution channel among partners and also individual relationships among business managers. Notably, the existing academic literature has not yet established the effectiveness of relationships in governing channels within the FMCG marketing channel, nor has it established a direct connection between inter organizational and individual relationships among business managers
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    Necessary condition analysis for sustainable channel governance in fast-moving markets
    (Emerald Publishing, 2025-09-08) Pemartín González-Adalid, María; Gimeno-Arias, Fernando; León-Gómez, Ana; Santos Jaén, José Manuel; Gimeno Arias, Fernando; Economía Financiera y Contabilidad
    Purpose – The purpose of this paper is to analyse marketing channel governance through the most relevant elements of the relationship (commitment, trust, dependence and enforcement) in light of a new analytical method – necessary condition analysis (NCA) – that brings fresh perspectives to previous studies. The overlooked fast-moving consumer goods (FMCG) sector is chosen to test the proposed model because its high product turnover and changing consumer demands make effective management and close collaboration between trading partners even more necessary than in other sectors. Design/methodology/approach – Based on a sample of 204 Spanish distributors – both wholesalers and retailers – in the FMCG sector distribution channel who were contacted through LinkedIn, a governance model in the distribution channel is established and validated via structural model analysis using PLS-SEM, NCA and predictive performance analysis. Findings – The results provide empirical support for the proposed model from the perspective of probability, establishing an efficient distribution channel governance formula in FMCG. However, analysis of the proposed relationships in terms of necessity reveals that a high level of social and contractual enforcement cannot be achieved without a certain level of trust and commitment between partners, but that it can be achieved without any dependence. Practical implications – The study highlights that fostering trust and commitment is essential for governance in FMCG distribution channels, as dependence alone is not a necessary condition for achieving strong contractual and social enforcement. Managers should focus on long-term relationship building rather than short-term transactional gains to enhance channel performance. Given the competitive nature of the FMCG sector and the increasing power of retailers, companies can improve governance effectiveness by investing in relational mechanisms that strengthen collaboration with their partners. Originality/value – The research provides novel tools for marketing channel governance in FMCG and contributes to alternative explanations to account for good performance in the agreements established in the distribution channel, as opposed to formulas based on the imbalance of bargaining power and different strategic interests among channel agents.