La participación del distribuidor oficial en los canales de distribución paralelosuna explicación a partir de la teoría de los grupos de referencia

  1. Gimeno Arias, Fernando
  2. Hernández Espallardo, Miguel
Book:
Estrategias de distribución y comportamiento de compra multicanal: tendencias y oportunidades para que fabricante y distribuidor rentabilicen sus decisiones de marketing
  1. Vázquez Casielles, Rodolfo (coord.)
  2. Trespalacios Gutiérrez, Juan Antonio (coord.)
  3. Estrada Alonso, Eduardo (coord.)
  4. González Mieres, Celina (coord.)

Publisher: KRK ; Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo

ISBN: 978-84-8367-431-4

Year of publication: 2013

Pages: 61-75

Type: Book chapter

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Abstract

The supply of branded products is subjected to conflicts and tensions in the channel. This is due to the fact that its distribution network by authorized agents excludes others that far from being resigned with the situation, distribute the product outside the official distribution channel. We are witnessing the gray market, which comes powered by the official members who break the rules. Through this research we explain the willingness of retailers with official distribution agreements to actively participate in the gray market. We use Reference Groups Theory to leverage our hypotheses and we test them on a sample of distributors of fast moving consumer goods.

Data source: Dialnet