Relationship Marketing in Associative Networks of Retail

• Autor(a) principal: da Silva, Leonardo Aureliano
• Data de Publicação: 2012
• Outros Autores: Pimenta, Renato Ferreira, Lopes, Evandro Luiz, Santos, Edna de Souza Machado
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/11957
• topic: Relationship Marketing; Networks associations; Small and Medium Enterprise.; Marketing de Relacionamento; Redes Associativistas; Pequenas e Médias Empresas

Improving organizational competitiveness has become a driving force for national firms due to the entry of foreign companies. To gain competitiveness, the formation of networks has become a very common strategy. Understanding how relationship marketing occurs in associative networks of retail was the central aim of this study. It is emphasized that this study focused on level 2 - Relationship between the association and associated pizzerias. The method used was exploratory research with a qualitative approach. The object of research was the Pizzarias Unidas Association, located in the neighborhood of Pacaembu in So Paulo. The main results showed the formation of four blocks that underpin the Relationship Marketing associative networks in retail (1) activities related to customer management, (2) activities related to environmental monitoring, (3) activities related to management association and (4) activities related to monitoring the competition. Some activities appear only in one of four blocks, others appear in more than one block, as there is an overlap of activities supported by relationship marketing.