Factores que el fabricante/distribuidor toma en consideración para la comercialización de alimentos especiales en mercados foráneos
DOI:
https://doi.org/10.1016/j.estger.2017.06.003Palabras clave:
Alimentos especiales, Mercados nicho, Distribuidor, Fabricante, MercadeoResumen
Este artículo tiene como objetivo identificar los factores relacionados con las características del producto que el fabricante y el distribuidor consideran para la comercialización de alimentos especiales en mercados nicho internacionales. Para esto se empleó una metodología cualitativa de estudio de casos a través de entrevistas en profundidad. Los resultados reflejan que la calidad sigue siendo el factor por excelencia en la negociación del distribuidor/importador con el fabricante para comercializar sus productos en el mercado nicho de alimentos especiales. La relación entre el fabricante y los distribuidores debe ser estrecha y fluida de forma que fortalezca la confianza y estimule el desarrollo de una relación mutualmente beneficiosa a largo plazo.
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Referencias
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Aponte-García, M. y Orengo-Serra, K. (2017). Puerto Rico: Building a Strategic Trade and Industrial Policy within the context of Colonial Exclusion and the Collapse of a Development Model. Latin American Perspectives (próxima publicación).
Baldacchino, G. y Fairbairn, T. O. I. (2006). Entrepreneurship and small business development in small islands [editorial]. Journal of Small Business & Entrepreneurship, 19(4), 331-340.
Bello, D., Chelariu, C. y Zhang, L. (2003). The antecedents and performance consequences of relationalism in export distribution channels. Journal of Business Research, 56(1), 1-16.
Beylier, R. P., Messeghem, K. y Fort, F. (2011). Les distributeurs à la conquête de la légitimité territoriale: le cas Carrefour. Management & Avenir, 44(4), 235-255.
Bowersox, D. J. y Closs, D. (1996). Logistical Management the Integrated Supply Chain Process. New York, NY: Mac Graw-Hill.
Butaney, G. y Wortzel, L. H. (1988). Distributor power versus manufacturer power: The customer role. Journal of Marketing, 52(1), 52-63.
Canavari, M., Castellini, A. y Spadoni, R. (2010). Challenges in marketing quality food products. Journal of International Food and Agribusiness Marketing, 22(3), 203-209.
Chris, J. S. y Chen, C. R. (2008). Determinants of manufacturers’ selection of distributors. Supply Chain Management: An International Journal, 13(5), 356-365.
Cooper, M. C., Lambert, D. M. y Pagh, J. D. (1997). Supply chain management: More than a new name for logistics. The International Journal of Logistics Management, 8(1), 1-14.
Crusol, J. y Vellas, F. (1996). Le tourisme et la Caraïbe. Paris: L’Harmattan.
Dalgic, T. y Leeuw, M. (1994). Niche marketing revisited: Concept, applications and some European cases. European Journal of Marketing, 28(4), 39-55.
Denzin, N. K. (1970). Sociological Methods: A Sourcebook. London: Butterworths.
Departamento de Agricultura de Puerto Rico (2014a). Ingreso Bruto Agrícola 2014 [consultado 20 Feb 2017]. Disponible en: Disponible en: http://www2.pr.gov/agencias/Agricultura/estad%C3%ADsticas/Pages/default.aspx
Departamento de Agricultura de Puerto Rico (2014b). Directorio Agrofresco del País [consultado 23 Nov 2016]. Disponible en: Disponible en: http://www2.pr.gov/agencias/Agricultura/FIDA/Pages/default.aspx
Eisenhardt, K. M. y Graebner, M. E. (2007). Theory building from cases: Opportunities and challenges. Academy of Management Journal, 50(1), 25-32.
Fearne, A. y Hughes, D. (2000). Success factors in the fresh produce supply chain: Insights from the UK. British Food Journal, 102(10), 760-772.
Fischer, C. (2010). Food quality and product export performance: An empirical investigation of the EU situation. Journal of International Food and Agribusiness Marketing, 22(3), 210-233.
Gilmore, J. H. y Pine, B. J. (2007). Authenticity: What Consumers Really Want. Boston: Library of Congress.
Goodman, L. y Dion, P. (2001). The determinants of commitment in the distributormanufacturer relationship. Industrial Marketing Management, 30(3), 287-300.
Hannah, D. R. y Lautsch, B. A. (2011). Counting in qualitative research: Why to conduct it, when to avoid it, and when to closet it. Journal of Management Inquiry, 20(1), 14-22.
Hernández, R., Fernández, C. y Baptista, P. (2004). Metodología de la investigación. Santiago de Chile: Mc Graw Hill.
Hingley, M. (2001). Relationship management in the supply chain. The International Journal of Logistics Management, 12(2), 57-71.
Hueth, B., Ibarburu, M. y Kliebenstein, J. (2007). Marketing specialty hogs: A comparative analysis of two firms from Iowa. Review of Agricultural Economics, 29(4), 720-733.
Junta de Planificación de Puerto Rico (JPPR) (2015). Informe Económico al Gobernador [consultado 20 Feb 2017]. Disponible en: Disponible en: http://gis.jp.pr.gov/Externo Econ/Informes%20Econ%C3%B3micos%20al%20Gobernador/IEG%202015%20Publicaci%C3%B3n Fe%20errata.pdf
Junta de Planificación de Puerto Rico (JPPR) (2014). Balance Comercial de Puerto Rico por país 2012-2014 [consultado 20 Feb 2017]. Disponible en:Disponible en:www.jp.gobierno.pr/PortalJP/Default.aspx?tabid=309
Kaleka, A., Piercy, N. y Katsikeas, C. (1997). The impact of level of company export development on exercised power in relationships between manufacturers and overseas distributors. Journal of Marketing Management, 13, 119-134.
Katsikeas, C. S. y al-Khalifa, A. (1993). The issue of import motivation in manufacturer-overseas distributor relationships: Implications for exporters. Journal of Marketing Management, 9(1), 65-77.
Keating, B. (2010). Review of distribution channels by dent. Journal of Product and Brand Management, 19(4), 312-313.
Kohli, A. K. y Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. The Journal of Marketing, 54(2), 1-18.
Lemmink, J., Wetzels, M. y Koelemeijer, K. (1996). Manufacturer-distributor relationships and channel service quality. The International Journal of Logistics Management, 7(2), 33-42.
López, J. A., Santos, M. L. y Trespalacios, J. A. (2011). The effects of manufacturer’s organizational learning on distributor satisfaction and loyalty in industrial markets. Industrial Marketing Management, 40(4), 624-635.
Machat, K. (2009). Les pratiques coopératives de la PMI vis-à-vis de son distributeur principal. Décision Marketing, 54, 29-37.
Miles, M. B. y Huberman, A. M. (1994). Qualitative Data Analysis: A Sourcebook. Beverly Hills: Sage Publications.
Montant, E. y Pupion, P. (2011). E-commerce et vente de vin en ligne: l’approche stratégique d’une petite entreprise. Revue Management et Avenir, 42, 187-199.
Narver, J. C. y Slater, S. F. (1990). The effect of a market orientation on business profitability. The Journal of Marketing, 54(4), 20-35.
Noy, E. (2010). Niche strategy: Merging economic and marketing theories with population ecology arguments. Journal of Strategic Marketing, 18(1), 77-86.
Orengo-Serra, K. L. (2015). Niche strategy and international growth: Comparing Puerto Rico and Corsica SMEs in the Specialty food industry. Economia agroalimentare, 3, 59-90.
Orengo-Serra, K. L. y Theng, S. (2015). Entrepreneurial Traits, Niche Strategy, and International Expansion of a Small Firm on a Small Island Territory. Entrepreneurship in small island states and territories, 8, 135-153.
Parrish, E., Cassill, N. L. y Oxenham, W. (2006). Niche market strategy for a mature marketplace. Marketing Intelligence and Planning, 24(7), 696-707.
Piekkari, R., Welch, C. y Paavilainen, E. (2009). The case study as disciplinary convention: Evidence from international business journals. Organizational Research Methods, 12(3), 567-589.
Rao, C. P. (1977). Spanish importers’ evaluation of the US exporters. Journal of the Academy of Marketing Science, 5, 103-106.
Rosson, P. H. y Ford, D. I. (1982). Manufacturer-overseas distributor relations and export performance. Journal of International Business Studies, 13(2), 57-72.
Specialty Food Association (SFA) (2014). The State of the Specialty Food Industry 2013-Summary Report, Specialty Food Association [consultado 23 Nov 2016]. Disponible en: Disponible en: https://www.specialtyfood.com/shop/product/SFA99
Shani, D. y Chalasani, S. (1992). Exploiting niches using relationship marketing. The Journal of Services Marketing, 6(4), 43-52.
Shanmugan, J. y Kabiraj, S. (2012). A case study approach for understanding supply chain orientation in Indian pharmaceutical firms. Kuwait Chapter of the Arabian Journal of Business and Management Review, 1(9), 45-78.
Simonin, B. L. (1999). Transfer of marketing know-how in international strategic alliances: An empirical investigation of the role and antecedents of knowledge ambiguity. Journal of International Business Studies, 30(3), 463-490.
Straete, E. (2008). Modes of qualities in development of specialty food. British Food Journal, 110(1), 62-75.
Tellis, W. M. (1997). Application of a case study methodology. The Qualitative Report, 3(3), 1-19.
Toften, K. y Hammervoll, T. (2009). Niche firms and marketing strategy: An exploratory study of internationally oriented niche firms. European Journal of Marketing, 43(11/12), 1378-2139.
Toften, K. y Hammervoll, T. (2010a). Strategic orientations of niche firms. Journal of Research in Marketing and Entrepreneurship, 12(2), 108-121.
Toften, K. y Hammervoll, T. (2010b). Niche marketing and strategic capabilities. Marketing, Intelligence & Planning, 28(6), 736-753.
Toften, K. y Hammervoll, T. (2010c). Niche importers and the role of commitment in supply chains: An exploratory study. Supply Chain Forum, 11(2), 18-29.
Toften, K. y Hammervoll, T. (2014). Niche firms and partnerships in international food supply chains. Journal of Food Products Marketing, 20(1), 36-54.
Tookey, D. (1970). The Impact of Knitwear Imports: A Survey of Buyers’ Attitudes. National Economic Development Office [for the] Hosiery and Knitwear Economic Development Committee’s Marketing Action Group.
Troncoso, C. y Lobos, G. (2004). Márgenes de comercialización y concentración industrial en el mercado de frutas y hortalizas en Chile. Agroalimentaria, 9(18), 75-86.
Turid-Kvam, G., Magnus, T. y Stræte, E. P. (2014). Product strategies for growth in niche food firms. British Food Journal, 116(4), 723-732.
Turner, D. W. (2010). Qualitative interview design: A practical guide for novice investigators. The Qualitative Report, 15(3), 754.
Vázquez-Casielles, R., Iglesias, V. y Varela-Neira, C. (2013). Collaborative manufacturer-distributor relationships: The role of governance, information sharing and creativity. Journal of Business & Industrial Marketing, 28(8), 620-637.
Wagner, B. A. y Alderdice, A. D. G. (2006). Managing the distribution channel: The case of Scot Trout and Salmon. Supply Chain Management: An International Journal, 11(2), 104-107.
Welch, C., Piekkari, R., Plakoyiannaki, E. y Paavilainen, E. (2011). Theorising from case studies: Towards a pluralist future for international business research. Journal of International Business Studies, 42(5), 740-762.
Williams, D. A. (2011). Impact of firm size and age on the export behaviour of small locally owned firms: Fresh insights. Journal of International Entrepreneurship, 9(2), 152-174.
Wu, F., Sinkovics, R. R., Cavusgil, S. y Roath, A. (2007). Overcoming export manufacturers’ dilemma in international expansion. Journal of International Business Studies, 38(2), 283-302.
Yin, R. K. (2009). Case Study Research: Design and Methods (4th ed). Thousand Oaks, CA: Sage Publications.
Zainal, Z. (2007). Case study as a research method. Jurnal Kemanusiaan, 9, 1-6.
Zemanek, J. E. y Frankel, R. (2001). Does the manufacturer’s salesperson have power over the industrial distributor? Journal of Business-to-Business Marketing, 8(4), 1-29.
Aponte-García, M. y Orengo-Serra, K. (2017). Puerto Rico: Building a Strategic Trade and Industrial Policy within the context of Colonial Exclusion and the Collapse of a Development Model. Latin American Perspectives (próxima publicación).
Baldacchino, G. y Fairbairn, T. O. I. (2006). Entrepreneurship and small business development in small islands [editorial]. Journal of Small Business & Entrepreneurship, 19(4), 331-340.
Bello, D., Chelariu, C. y Zhang, L. (2003). The antecedents and performance consequences of relationalism in export distribution channels. Journal of Business Research, 56(1), 1-16.
Beylier, R. P., Messeghem, K. y Fort, F. (2011). Les distributeurs à la conquête de la légitimité territoriale: le cas Carrefour. Management & Avenir, 44(4), 235-255.
Bowersox, D. J. y Closs, D. (1996). Logistical Management the Integrated Supply Chain Process. New York, NY: Mac Graw-Hill.
Butaney, G. y Wortzel, L. H. (1988). Distributor power versus manufacturer power: The customer role. Journal of Marketing, 52(1), 52-63.
Canavari, M., Castellini, A. y Spadoni, R. (2010). Challenges in marketing quality food products. Journal of International Food and Agribusiness Marketing, 22(3), 203-209.
Chris, J. S. y Chen, C. R. (2008). Determinants of manufacturers’ selection of distributors. Supply Chain Management: An International Journal, 13(5), 356-365.
Cooper, M. C., Lambert, D. M. y Pagh, J. D. (1997). Supply chain management: More than a new name for logistics. The International Journal of Logistics Management, 8(1), 1-14.
Crusol, J. y Vellas, F. (1996). Le tourisme et la Caraïbe. Paris: L’Harmattan.
Dalgic, T. y Leeuw, M. (1994). Niche marketing revisited: Concept, applications and some European cases. European Journal of Marketing, 28(4), 39-55.
Denzin, N. K. (1970). Sociological Methods: A Sourcebook. London: Butterworths.
Departamento de Agricultura de Puerto Rico (2014a). Ingreso Bruto Agrícola 2014 [consultado 20 Feb 2017]. Disponible en: Disponible en: http://www2.pr.gov/agencias/Agricultura/estad%C3%ADsticas/Pages/default.aspx
Departamento de Agricultura de Puerto Rico (2014b). Directorio Agrofresco del País [consultado 23 Nov 2016]. Disponible en: Disponible en: http://www2.pr.gov/agencias/Agricultura/FIDA/Pages/default.aspx
Eisenhardt, K. M. y Graebner, M. E. (2007). Theory building from cases: Opportunities and challenges. Academy of Management Journal, 50(1), 25-32.
Fearne, A. y Hughes, D. (2000). Success factors in the fresh produce supply chain: Insights from the UK. British Food Journal, 102(10), 760-772.
Fischer, C. (2010). Food quality and product export performance: An empirical investigation of the EU situation. Journal of International Food and Agribusiness Marketing, 22(3), 210-233.
Gilmore, J. H. y Pine, B. J. (2007). Authenticity: What Consumers Really Want. Boston: Library of Congress.
Goodman, L. y Dion, P. (2001). The determinants of commitment in the distributormanufacturer relationship. Industrial Marketing Management, 30(3), 287-300.
Hannah, D. R. y Lautsch, B. A. (2011). Counting in qualitative research: Why to conduct it, when to avoid it, and when to closet it. Journal of Management Inquiry, 20(1), 14-22.
Hernández, R., Fernández, C. y Baptista, P. (2004). Metodología de la investigación. Santiago de Chile: Mc Graw Hill.
Hingley, M. (2001). Relationship management in the supply chain. The International Journal of Logistics Management, 12(2), 57-71.
Hueth, B., Ibarburu, M. y Kliebenstein, J. (2007). Marketing specialty hogs: A comparative analysis of two firms from Iowa. Review of Agricultural Economics, 29(4), 720-733.
Junta de Planificación de Puerto Rico (JPPR) (2015). Informe Económico al Gobernador [consultado 20 Feb 2017]. Disponible en: Disponible en: http://gis.jp.pr.gov/Externo Econ/Informes%20Econ%C3%B3micos%20al%20Gobernador/IEG%202015%20Publicaci%C3%B3n Fe%20errata.pdf
Junta de Planificación de Puerto Rico (JPPR) (2014). Balance Comercial de Puerto Rico por país 2012-2014 [consultado 20 Feb 2017]. Disponible en:Disponible en:www.jp.gobierno.pr/PortalJP/Default.aspx?tabid=309
Kaleka, A., Piercy, N. y Katsikeas, C. (1997). The impact of level of company export development on exercised power in relationships between manufacturers and overseas distributors. Journal of Marketing Management, 13, 119-134.
Katsikeas, C. S. y al-Khalifa, A. (1993). The issue of import motivation in manufacturer-overseas distributor relationships: Implications for exporters. Journal of Marketing Management, 9(1), 65-77.
Keating, B. (2010). Review of distribution channels by dent. Journal of Product and Brand Management, 19(4), 312-313.
Kohli, A. K. y Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. The Journal of Marketing, 54(2), 1-18.
Lemmink, J., Wetzels, M. y Koelemeijer, K. (1996). Manufacturer-distributor relationships and channel service quality. The International Journal of Logistics Management, 7(2), 33-42.
López, J. A., Santos, M. L. y Trespalacios, J. A. (2011). The effects of manufacturer’s organizational learning on distributor satisfaction and loyalty in industrial markets. Industrial Marketing Management, 40(4), 624-635.
Machat, K. (2009). Les pratiques coopératives de la PMI vis-à-vis de son distributeur principal. Décision Marketing, 54, 29-37.
Miles, M. B. y Huberman, A. M. (1994). Qualitative Data Analysis: A Sourcebook. Beverly Hills: Sage Publications.
Montant, E. y Pupion, P. (2011). E-commerce et vente de vin en ligne: l’approche stratégique d’une petite entreprise. Revue Management et Avenir, 42, 187-199.
Narver, J. C. y Slater, S. F. (1990). The effect of a market orientation on business profitability. The Journal of Marketing, 54(4), 20-35.
Noy, E. (2010). Niche strategy: Merging economic and marketing theories with population ecology arguments. Journal of Strategic Marketing, 18(1), 77-86.
Orengo-Serra, K. L. (2015). Niche strategy and international growth: Comparing Puerto Rico and Corsica SMEs in the Specialty food industry. Economia agroalimentare, 3, 59-90.
Orengo-Serra, K. L. y Theng, S. (2015). Entrepreneurial Traits, Niche Strategy, and International Expansion of a Small Firm on a Small Island Territory. Entrepreneurship in small island states and territories, 8, 135-153.
Parrish, E., Cassill, N. L. y Oxenham, W. (2006). Niche market strategy for a mature marketplace. Marketing Intelligence and Planning, 24(7), 696-707.
Piekkari, R., Welch, C. y Paavilainen, E. (2009). The case study as disciplinary convention: Evidence from international business journals. Organizational Research Methods, 12(3), 567-589.
Rao, C. P. (1977). Spanish importers’ evaluation of the US exporters. Journal of the Academy of Marketing Science, 5, 103-106.
Rosson, P. H. y Ford, D. I. (1982). Manufacturer-overseas distributor relations and export performance. Journal of International Business Studies, 13(2), 57-72.
Specialty Food Association (SFA) (2014). The State of the Specialty Food Industry 2013-Summary Report, Specialty Food Association [consultado 23 Nov 2016]. Disponible en: Disponible en: https://www.specialtyfood.com/shop/product/SFA99
Shani, D. y Chalasani, S. (1992). Exploiting niches using relationship marketing. The Journal of Services Marketing, 6(4), 43-52.
Shanmugan, J. y Kabiraj, S. (2012). A case study approach for understanding supply chain orientation in Indian pharmaceutical firms. Kuwait Chapter of the Arabian Journal of Business and Management Review, 1(9), 45-78.
Simonin, B. L. (1999). Transfer of marketing know-how in international strategic alliances: An empirical investigation of the role and antecedents of knowledge ambiguity. Journal of International Business Studies, 30(3), 463-490.
Straete, E. (2008). Modes of qualities in development of specialty food. British Food Journal, 110(1), 62-75.
Tellis, W. M. (1997). Application of a case study methodology. The Qualitative Report, 3(3), 1-19.
Toften, K. y Hammervoll, T. (2009). Niche firms and marketing strategy: An exploratory study of internationally oriented niche firms. European Journal of Marketing, 43(11/12), 1378-2139.
Toften, K. y Hammervoll, T. (2010a). Strategic orientations of niche firms. Journal of Research in Marketing and Entrepreneurship, 12(2), 108-121.
Toften, K. y Hammervoll, T. (2010b). Niche marketing and strategic capabilities. Marketing, Intelligence & Planning, 28(6), 736-753.
Toften, K. y Hammervoll, T. (2010c). Niche importers and the role of commitment in supply chains: An exploratory study. Supply Chain Forum, 11(2), 18-29.
Toften, K. y Hammervoll, T. (2014). Niche firms and partnerships in international food supply chains. Journal of Food Products Marketing, 20(1), 36-54.
Tookey, D. (1970). The Impact of Knitwear Imports: A Survey of Buyers’ Attitudes. National Economic Development Office [for the] Hosiery and Knitwear Economic Development Committee’s Marketing Action Group.
Troncoso, C. y Lobos, G. (2004). Márgenes de comercialización y concentración industrial en el mercado de frutas y hortalizas en Chile. Agroalimentaria, 9(18), 75-86.
Turid-Kvam, G., Magnus, T. y Stræte, E. P. (2014). Product strategies for growth in niche food firms. British Food Journal, 116(4), 723-732.
Turner, D. W. (2010). Qualitative interview design: A practical guide for novice investigators. The Qualitative Report, 15(3), 754.
Vázquez-Casielles, R., Iglesias, V. y Varela-Neira, C. (2013). Collaborative manufacturer-distributor relationships: The role of governance, information sharing and creativity. Journal of Business & Industrial Marketing, 28(8), 620-637.
Wagner, B. A. y Alderdice, A. D. G. (2006). Managing the distribution channel: The case of Scot Trout and Salmon. Supply Chain Management: An International Journal, 11(2), 104-107.
Welch, C., Piekkari, R., Plakoyiannaki, E. y Paavilainen, E. (2011). Theorising from case studies: Towards a pluralist future for international business research. Journal of International Business Studies, 42(5), 740-762.
Williams, D. A. (2011). Impact of firm size and age on the export behaviour of small locally owned firms: Fresh insights. Journal of International Entrepreneurship, 9(2), 152-174.
Wu, F., Sinkovics, R. R., Cavusgil, S. y Roath, A. (2007). Overcoming export manufacturers’ dilemma in international expansion. Journal of International Business Studies, 38(2), 283-302.
Yin, R. K. (2009). Case Study Research: Design and Methods (4th ed). Thousand Oaks, CA: Sage Publications.
Zainal, Z. (2007). Case study as a research method. Jurnal Kemanusiaan, 9, 1-6.
Zemanek, J. E. y Frankel, R. (2001). Does the manufacturer’s salesperson have power over the industrial distributor? Journal of Business-to-Business Marketing, 8(4), 1-29.
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2017-09-25
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Factores que el fabricante/distribuidor toma en consideración para la comercialización de alimentos especiales en mercados foráneos. (2017). Estudios Gerenciales, 33(144), 281-291. https://doi.org/10.1016/j.estger.2017.06.003
