Browsing by Subject "Marketing channel"

Now showing 1 - 3 of 3
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    Estudio del oportunismo en el canal de distribución desde la teoría de grupos de referencia: un análisis empírico
    (Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración, 2023-04-20) Gimeno Arias, Fernando; Organización de Empresas y Finanzas
    El presente trabajo de investigación tiene por objeto analizar el oportunismo en el canal de distribución mediante una de sus formas más peculiares: la participación en un mercado paralelo de un distribuidor del canal oficial. Para ello se recurre a la teoría sociológica de grupos de referencia con el objeto de explicar el oportunismo en el canal de distribución mediante la imitación de los miembros del grupo de referencia. Las hipótesis expuestas se contrastan con una muestra de distribuidores mayoristas españoles de productos de gran consumo, encontrando evidencias de que el efecto imitación del oportunismo puede graduarse en función de la posición jerárquica que ocupa el oportunista original dentro del grupo de referencia.
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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.
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    The reference group as antecedent of gray market participation: an empirical analysis
    (2023) León Gómez, Ana; Gimeno Arias, Fernando; Santos Jaén, José Manuel; Economía Financiera y Contabilidad
    Purpose: The objective of this research is to analyze the motivation of a distributor belonging to an official marketing channel to participate in the gray market. We explore this motivation not as an opportunistic behavior but as a strategic decision aligned with the reference group to which it belongs and the homogenization or isomorphism of strategic decisions within the group. Methodology/Approach: Based on a survey of a sample of Spanish official distributors of FastMoving Consumer Goods (FMCG) and an empirical study using PLS-SEM, found evidence that the imitation effect conditions strategic decisions and can be graduated according to the hierarchical position occupied or legitimacy within the reference group. Findings: The hypothesized model was supported by the data. This indicates that the reference group influences the agents that make it up and determines the actions expected of its members, offering a tool to the manufacturer or brand owner to manage the official distribution channel. Originality/Value: The investigation of the effect of the reference group on the behavior of the official distributor offers an alternative to the classical explanation of its participation in the gray market, which has not been addressed by the academic literature so far, and which has traditionally been explained by the individual opportunism of the agents. Practical implications: The main managerial implication is to provide a monitoring element to the official distribution channel leader, such as influencing the behaviors of the reference group to efficiently manage the marketing channel.