Trade Marketing in convenience stores

• Autor(a) principal: Almeida, Victor Manoel Cunha de
• Data de Publicação: 2012
• Outros Autores: Penna, Leonardo Siano, Silva, Gilberto Figueira da, Freitas, Flávia D’Albergaria
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista de Administração de Empresas
• Texto Completo: https://periodicos.fgv.br/rae/article/view/30402
• topic: Trade marketing; convenience store; franchisor; franchisee; fast moving consumer goods; Trade marketing; tiendas de conveniencia; franquiciador; franquiciado; bienes de consumo de alto giro; Trade marketing; lojas de conveniência; franqueador; franqueado; bens de consumo de alto giro

This paper aims to describe the motivations for the adoption of trade marketing in convenience stores, as well as its attributions and functional position in the organizational structure. We chose the multiple case study method approach in order to study the motivations and practices of four convenience store chains and five manufacturers. Results indicate that the existence of a formal trade marketing area does not per se ensure collaboration between manufactures and convenience store chains. Trade marketing activities are developed and negotiated with franchisors, but the execution takes place at the franchisee level. It is, in fact, a triadic relationship that encompasses the manufacturer, the franchisor of the convenience stores and its franchisees.