Multi-brand strategy as innovation factor in reselling new cars

Detalhes bibliográficos
Autor(a) principal: Popadiuk, Silvio
Data de Publicação: 2007
Outros Autores: Meinert, Carlos Renato
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Ciências da Administração
Texto Completo: https://periodicos.ufsc.br/index.php/adm/article/view/1619
Resumo: The vehicle marketing channel in Brazil remains stable since its introduction. Its main characteristics are dealers representing only one brand, acting in exclusive areas and being responsible for selling new vehicles, technical support, repair and reselling genuine parts. This study examines the case of a dealer that represents three different brands in the same location. This kind of model innovates the market and indicates that the Brazilian dealers can adapt to the same rules alike the ones adopted by the Europeans in 2002, when it was allowed to dealers to represent more than one brand and to choose to be just dealers and / or provide technical support in the location of their choice. This dealership model shows to be viable due to its particularities. It represents three brands by the same company. In order to this example be implemented by other groups in Brazil, it would be necessary to occur a similar situation the one occurred by United Auto, or a change in the legislation in Brazil.
id UFSC-15_bf153c8048887a90e0db7373fb351ed3
oai_identifier_str oai:periodicos.ufsc.br:article/1619
network_acronym_str UFSC-15
network_name_str Revista de Ciências da Administração
repository_id_str
spelling Multi-brand strategy as innovation factor in reselling new carsA estratégia multimarcas como um fator de inovação em revenda de veículos novosThe vehicle marketing channel in Brazil remains stable since its introduction. Its main characteristics are dealers representing only one brand, acting in exclusive areas and being responsible for selling new vehicles, technical support, repair and reselling genuine parts. This study examines the case of a dealer that represents three different brands in the same location. This kind of model innovates the market and indicates that the Brazilian dealers can adapt to the same rules alike the ones adopted by the Europeans in 2002, when it was allowed to dealers to represent more than one brand and to choose to be just dealers and / or provide technical support in the location of their choice. This dealership model shows to be viable due to its particularities. It represents three brands by the same company. In order to this example be implemented by other groups in Brazil, it would be necessary to occur a similar situation the one occurred by United Auto, or a change in the legislation in Brazil.A estrutura do canal de distribuição de veículos automotores no Brasil permanece estável desde sua origem. As concessionárias que representam somente uma marca atuam em áreas exclusivas e são responsáveis por venderem veículos novos, prestarem assistência técnica e revenderem peças originais. Este estudo - o caso de uma concessionária inovadora – que atua de forma consolidada com a representação de três marcas diferentes no mesmo local, demonstra como as concessionárias brasileiras podem se adaptar às regras semelhantes às adotadas na Europa em 2002, quando foi permitido às concessionárias representarem mais de uma marca e optarem por possuir as operações de vendas e/ou assistência técnica no local de sua escolha. O modelo praticado pela concessionária estudada se mostrou viável em razão de suas particularidades porque representa três marcas ao mesmo tempo. Para a implementação, por outros grupos no País, desse mesmo modelo, seria necessário ocorrer situação semelhante à encontrada pelo grupo United Auto, ou mudar a legislação no Brasil.Universidade Federal de Santa Catarina2007-05-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufsc.br/index.php/adm/article/view/161910.5007/%xRevista de Ciências da Administração; V. 9, n. 18, maio./ago. de 2007; 80-1042175-80771516-3865reponame:Revista de Ciências da Administraçãoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/adm/article/view/1619/1361Popadiuk, SilvioMeinert, Carlos Renatoinfo:eu-repo/semantics/openAccess2017-11-29T19:06:05Zoai:periodicos.ufsc.br:article/1619Revistahttp://www.periodicos.ufsc.br/index.php/admPUBhttps://periodicos.ufsc.br/index.php/adm/oairevista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br2175-80771516-3865opendoar:2017-11-29T19:06:05Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)false
dc.title.none.fl_str_mv Multi-brand strategy as innovation factor in reselling new cars
A estratégia multimarcas como um fator de inovação em revenda de veículos novos
title Multi-brand strategy as innovation factor in reselling new cars
spellingShingle Multi-brand strategy as innovation factor in reselling new cars
Popadiuk, Silvio
title_short Multi-brand strategy as innovation factor in reselling new cars
title_full Multi-brand strategy as innovation factor in reselling new cars
title_fullStr Multi-brand strategy as innovation factor in reselling new cars
title_full_unstemmed Multi-brand strategy as innovation factor in reselling new cars
title_sort Multi-brand strategy as innovation factor in reselling new cars
author Popadiuk, Silvio
author_facet Popadiuk, Silvio
Meinert, Carlos Renato
author_role author
author2 Meinert, Carlos Renato
author2_role author
dc.contributor.author.fl_str_mv Popadiuk, Silvio
Meinert, Carlos Renato
description The vehicle marketing channel in Brazil remains stable since its introduction. Its main characteristics are dealers representing only one brand, acting in exclusive areas and being responsible for selling new vehicles, technical support, repair and reselling genuine parts. This study examines the case of a dealer that represents three different brands in the same location. This kind of model innovates the market and indicates that the Brazilian dealers can adapt to the same rules alike the ones adopted by the Europeans in 2002, when it was allowed to dealers to represent more than one brand and to choose to be just dealers and / or provide technical support in the location of their choice. This dealership model shows to be viable due to its particularities. It represents three brands by the same company. In order to this example be implemented by other groups in Brazil, it would be necessary to occur a similar situation the one occurred by United Auto, or a change in the legislation in Brazil.
publishDate 2007
dc.date.none.fl_str_mv 2007-05-12
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/1619
10.5007/%x
url https://periodicos.ufsc.br/index.php/adm/article/view/1619
identifier_str_mv 10.5007/%x
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/1619/1361
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Santa Catarina
publisher.none.fl_str_mv Universidade Federal de Santa Catarina
dc.source.none.fl_str_mv Revista de Ciências da Administração; V. 9, n. 18, maio./ago. de 2007; 80-104
2175-8077
1516-3865
reponame:Revista de Ciências da Administração
instname:Universidade Federal de Santa Catarina (UFSC)
instacron:UFSC
instname_str Universidade Federal de Santa Catarina (UFSC)
instacron_str UFSC
institution UFSC
reponame_str Revista de Ciências da Administração
collection Revista de Ciências da Administração
repository.name.fl_str_mv Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)
repository.mail.fl_str_mv revista@cse.ufsc.br||mfpcris@gmail.com||rca.cse@contato.ufsc.br
_version_ 1789435140455268352

Registros relacionados