Conflito e interdependência na cadeia de suprimentos de marcas próprias

• Autor(a) principal: Drügg, Antonio Carlos
• Data de Publicação: 2006
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: http://dspace.mackenzie.br/handle/10899/23476
• topic: marcas; marcas próprias; varejo; cadeia de suprimentos; fornecimento; brands; own brand; private label; supply chain; retail; manufacture; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS

The supply chain management involves participants with conflicting objectives. Attrition situations naturally occur and the use of power defines the conformation of the supply chain. Such attritions can, eventually, modify the product offered to the consumer, in the last loop of the chain. On the private label issue the behavioral dimension of the supply chain is even more accentuated because of differentiated retailer-manufacturer relationship. This paper analyzes the development and commercialization of private label products in the context of the supply chain. Using multiple case studies it was found that the private label factor does not contribute to minimizing the conflict, and in the contrary it might become a source of disagreements.