A RELAÇÃO ENTRE AS CAPACIDADES DE PRECIFICAÇÃO E O DESEMPENHO VAREJISTA

Carlos Alberto Alves, Luis Fernando Varotto, Marcelo Neves Gonçalves

Resumo


O objetivo deste estudo foi verificar empiricamente a relação entre as capacidades de precificação e o desempenho da varejista.Foi realizado um survey com 333 varejistas e utilizada análise estrutural para avaliar as relações entre caminhos.Os resultados apontam que,nas empresas varejistas, os preços baseados nas expectativas do cliente e os preços baseados nas condições concorrenciais do mercado possuem relação positiva e significativa com a Capacidade de Precificação que, por sua vez, possui relação positiva e significativa com o Desempenho Varejista.


Palavras-chave


Marketing; Varejo; Capacidades de Precificação; Desempenho.

Texto completo:

PDF/A

Referências


ALVES, C. A.; GONÇALVES, M. N.; RAMACCIOTTI, C. Empreendedorismo varejista: uma investigação sobre as capacidades dinâmicas de marketing. In: DE ANGELO, C. F.; SILVEIRA, J. A. G. DA (Org.). Varejo Competitivo. São Paulo: Editora Saint Paul, 2013. p. 168.

ALVES, C. A.; VAROTTO, L. F.; GONÇALVES, M. N. Objetivos e métodos de preço no varejo: estudo na zona sul de São Paulo. Revista de Administração de Empresas - RAE, v. 52, n. 6, p. 595–612, 2012.

AVLONITIS, G. J.; INDOUNAS, K. A. Service pricing: An empirical investigation. Journal of Retailing and Consumer Services, v. 14, n. 1, p. 83–94, jan. 2007.

BARNEY, J. B. Firm resources and sustained competitive advantage. Journal of Management, v. 17, n. 1, p. 99–120, 1991.

BESSA, V. DE C.; TURPIN, M. E.; SINDER, M. Estrutura econômica e tecnológica do comércio. São Paulo em Perspectiva, v. 13, n. 1-2, p. 103–111, 1999.

BIDO, D. S.; GODOY, A. S.; FERREIRA, J. F.; KENSKI, J. M.; SCARTEZINI, V. N. .Examinando a relação entre aprendizagem individual, grupal e organizacional em uma instituição financeira. Revista Eletrônica de Administração, v. 17, n. 1, p. 58–85, 2011.

BOTELHO, D.; URDAN, A. T. Lealdade à marca e sensibilidade ao preço: um estudo da escolha da marca pelo consumidor. Revista de Administração Contemporânea, v. 9, n. 4, p. 163–180, 2005.

BOXALL, P. HR strategy and competitive advantage in the service sector. Human Resource Management Journal, v. 13, n. 3, p. 5–20, jul. 2003.

BRITO, R. P. DE; BERARDI, P. C. Vantagem Competitiva na Gestão Sustentável da Cadeia de Suprimentos: Um Metaestudo. Revista de Administração de Empresas, v. 50, n. 2, p. 155–169, 2010.

BRUSH, C. G.; CHAGANTI, R. Businesses Without Glamour? An Analysis of Resources on Performance by Size and Age in Small Service and Retail Firms. Journal of Business Venture, v. 14, p. 233–257, 1998.

BRUSH, C. G.; VANDERWERF, P. A. A comparison of methods and sources for obtaining estimates of new venture performance. Journal of Business Venturing, v. 7, n. 2, p. 157–170, 1992.

CANEDO, M.; LABAN NETO, S. A. Formação de preços. Varejo para a baixa renda. Porto Alegre: Bookman, 2008.

CHIN, W. W. The partial least squares approach to structural equation modeling. In: MARCOULIDES, G. A. (Org.). Modern methods for business research. Mahwah, New Jersey: Erlbaum, 1998. v. 295. p. 295–336.

CHIN, W. W.; NEWSTED, P. R. Structural equation modelling analysis with small samples using partial least squares. In: HOYLE, R. H. (Org.). Statistical strategies for small sample research. Thousand Oaks, CA: Sage, 1999. .

CHOWDHURY, P. R. Firm Size and Pricing Policy. , MPRA Paper., no 1515. Munich: [s.n.], 2007. Disponível em: . Acesso em: 02 mai 2015.

COHEN, J. Statistical power analysis for the behavioral sciences. Hillsdale: Lawrence Erlbaum Associates, Lawrence Erlbaum, 1988.

DALTON, D. R.; TODOR, W. D.; SPENDOLINI, M. J.; FIELDING, G. J.; PORTER, L. W. Organization Structure and Performance: A Critical Review. Academy of Management Review, v. 5, n. 1, p. 49–64, 1980.

DAY, G. S. The Capabilities of Market-Driven Organizations. Journal of Marketing, v. 58, n. October, p. 37–52, 1994.

DESS, G. G.; ROBINSON JR., R. B. Measuring organizational performance in the absence of objective measures: the case of the privately-held firm and conglomerate business unit. Strategic Management Journal, v. 5, n. 3, p. 265–273, 1984.

DHOLAKIA, U. M. A motivational process model of product involvement and consumer risk perception. European Journal of marketing, v. 35, n. 11/12, p. 1340–1362, 2001.

DIAMANTOPOULOS, A. Pricing: theory and evidence – a literature review. Chichester: John Wiley & Sons, 1991.

DIAMANTOPOULOS, A.; MATHEWS, B. P. The specification of pricing objectives: Empirical evidence from an oligopoly firm. Managerial and Decision Economics, v. 15, n. 1, p. 73–85, jan. 1994.

DINLERSOZ, E. M. Firm Organization and the Structure of Retail Markets. Journal of Economics & Management Strategy, v. 13, n. 2, p. 207–240, 2004.

DUBELAAR, C.; BHARGAVA, M.; FERRARIN, D. Measuring retail productivity: what really matters? Journal of Business Research, v. 55, n. 5, p. 417–426, maio 2002.

DUTTA, S.; BERGEN, M.; LEVY, D.; RITSON, M.; ZBARACI, M. Pricing as a Strategic Capability. MIT Sloan Management Review, v. 43, n. 3, p. 61–66, 2002.

DUTTA.; ZBARACKI, M. J.; BERGEN, M. Pricing process as a capability: a resource-based perspective. Strategic Management Journal, v. 24, n. 7, p. 615–630, jul. 2003.

ELLICKSON, P. B.; MISRA, S. Supermarket Pricing Strategies. Marketing Science, v. 27, n. 5, p. 811–828, set. 2008.

ENTENBERG R. Suggested Changes in Census Classifications of Retail Trade. Journal of Marketing, v.24, n. 3, p. 39-43, 1960.

FAUL, F. et al. G* Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior research methods, v. 39, n. 2, p. 175–191, 2007.

FROEHLE, C. M. ; ROTH, A. V. ; CHASE, R. B. ; VOSS, C. A. Antecedents of New Service Development Effectiveness: An Exploratory Examination of Strategic Operations Choices. Journal of Service Research, v. 3, n. 1, p. 3–17, 1 ago. 2000.

GEBAUER, H.; GUSTAFSSON, A.; WITELL, L. Competitive advantage through service differentiation by manufacturing companies. Journal of Business Research, v. 64, n. 12, p. 1270–1280, dez. 2011.

GOKTAN, A. B.; MILES, G. Innovation speed and radicalness: are they inversely related? Management Decision, v. 49, n. 4, p. 533–547, 2011.

GRANT, R. M. Analyzing resources and capabilities. In: GRANT, R. M. (Org.). Contemporary Strategic Analysis: Concepts, Techniques and Applications. Cambridge, Massachusetts: Basil Blackwell, 1991. p. 93–122.

GUPTA, A. K.; GOVINDARAJAN, V. Business Unit Strategy, Managerial Characteristics, and Business Unit Effectiveness at Strategy Implementation. Academy of Management Journal, v. 27, n. 1, p. 25–41, 1 mar. 1984.

HAIR, J. F.; BLACK, W. C.; BABIN, B. J.; ANDERSON, R. E.; TATHAM, R. L. Análise multivariada de dados. Porto Alegre: Bookman, 2009.

HALLBERG, N. L. Pricing Capability and Its Strategic Dimensions. 2008. 287 f. Lund Institute of Economic Research, 2008.

HERZOG, R.; BACHMAN, J. G. Effects of Questionnaire Length on Response Quality. Public Opinion Quarterly, v. 45, p. 549–599, 1981.

HINTERHUBER, A. Customer value-based pricing strategies: why companies resist. Journal of Business Strategy, v. 29, n. 4, p. 41–50, 2008.

INGENBLEEK, P.; DEBRUYNE, M.; FRAMBACH, R. T.; VERHALLEN, T. M. M. Successful new product pricing practices: a contingency approach. Marketing Letters, v. 14, n. 4, p. 289–305, 2003.

JAIN, S. C. Marketing Planning & Strategy. Mason: Thomson Custom, 2004.

JAWORSKI, B. J.; KOHLI, A. K. Market orientation: antecedents and consequences. The Journal of Marketing, v. 57, n. July 1993, p. 53–70, 1993.

KLINE, R. B. Principles and Practice of Structural Equation Modeling. 2°. ed. New York: The Guilford Press, 2005.

KRZANOWSKI, W. J. Statistical Principles and Techniques in Scientific and Social Investigations. New York: Oxford University, 2007.

LEVIN, J.; FOX, A. Estatística para as Ciências Humanas. São Paulo: Pearson, 2006.

LIOZU, S. M. ; HINTERHUBER, A.; PERELLI, S.; BOLAND, R.Mindful pricing: transforming organizations through value-based pricing. Journal of Strategic Marketing, v. 20, n. 3, p. 197–209, jun. 2012.

LEVIN, J.; FOX, A.; HINTERHUBER, A. Pricing orientation, pricing capabilities, and firm performance. Management Decision, v. 51, n. 3, p. 594–614, 2013.

LEVIN, J.; FOX, A.; SOMERS, T. Organizational design and pricing capabilities for superior firm performance. Management Decision, v. 52, n. 1, p. 54–78, 2014.

LUMPKIN, G. T.; DESS, G. G. Clarifying the Entrepreneurial Orientation Construct and Linking It to Performance. The Academy of Management Review, v. 21, n. 1, p. 135, jan. 1996.

MATTHING, J.; SANDÉN, B.; EDVARDSSON, B. New service development: learning from and with customers. International Journal of Service Industry Management, v. 15, n. 5, p. 479–498, 2004.

MCNALLY, R. C.; AKDENIZ, M. B.; CALANTONE, R. J. New product development processes and new product profitability: Exploring the mediating role of speed to market and product quality. Journal of Product Innovation Management, v. 28, n. s1, p. 63–77, 2011.

MONROE, K. B. Pricing: Making Profitable Decisions. 3thd. ed. New York: McGraw-Hill Book Company, 2003.

MURPHY, G. B.; TRAILER, J. W.; HILL, R. C. Measuring performance in entrepreneurship research. Journal of Business Research, v. 36, p. 15–23, 1996.

NARVER, J. C.; SLATER, S. F. The effect of a market orientation on business profitability. Journal of Maketing, v. 54, n. 4, p. 20–35, 1990.

NARVER, J. C.; SLATER, S. F.; MACLACHLAN, D. L. Responsive and Proactive Market Orientation and New-Product Success. Product Innovation Management, v. 21, p. 334–347, 2004.

NOBLE, P. M.; GRUCA, T. S. Industrial Pricing: Theory and Managerial Practice. Marketing Science, v. 18, n. 3, p. 435–454, 1999.

PARENTE, J. Varejo no Brasil. São Paulo: Atlas, 2000.

PEARCE, M. R. The retail performance dynamic. Ivey Business Journal, v. 62, n. 4, p. 62, 1998.

PORTER, M. E. Vantagem competitiva: criando e sustentando um desempenho superior. Rio de Janeiro: Campus, 1992.

RINGLE, C. M.; WENDE, S.; WILL, A. SmartPLS 2.0 M3 (beta). . Hamburg: University of Hamburg. Disponível em: , 2005, Acesso em 24 de fev de 2015.

SIMON, H. Pricing opportunities and how to exploit them, Sloan Management Review, v. 33 n. 2, p. 52-62, 1992.

SMITH, A. A Riqueza das Nações – Livro I. Curitiba: Editora Juruá, 2006.

STEWART, T. A. Growth as a Process. Harvard Business Review, v. 84, n. 6, p. 60–70, 2006.

SVENSSON, G.; GRÖNROOS, C. Service logic revisited: who creates value? And who co-creates? European business review, v. 20, n. 4, p. 298–314, 2008.

TEECE, D. J.; PISANO, G.; SHUEN, A. Dynamic capabilities and strategic management. Journal of Business and Management, v. 18, n. 7, p. 509–533, 1997.

TELLIS, G. J. The Impact of Corporate Size and Strategy on Competitive Pricing. Strategic Management Journal, v. 10, n. 6, p. 569–585, 1989.

TENENHAUS, M.; VINZI, V. E.; CHATELIN, Y.-M.; LAURO, C. PLS path modeling. Computational Statistics & Data Analysis, v. 48, n. 1, p. 159–205, 2005.

THORNTON, P. H. Personal versus market logics of control: A historically contingent theory of the risk of acquisition. Organization Science, v. 12, n. 3, p. 294–311, 2001.

TOLEDO G. L., PROENÇA, M. C. A; MELLO Jr, S. B. Método de preços e diferencial competitivo: um estudo de casos múltiplos na indústria de varejo. Revista de Administração, v.41, n.3, p. 324-338, 2006.

ULAGA, W.; REINARTZ, W. J. Hybrid Offerings: How Manufacturing Firms Combine. Journal of Maketing, v. 75, n. November, p. 5–23, 2011.

VORHIES, D. W.; HARKER, M. The Capabilities and Performance Advantages of Market-Driven Firms: An Empirical Investigation. Australian Journal of Management, v. 25, n. 2, p. 145–13, 2000.

VORHIES, D. W.; HARKER, M.; RAO, C. P. The capabilities and performance advantages of market-driven firms. European Journal of Marketing, v. 33, n. 11/12, p. 1171–1202, 1999.

WETZELS, M.; ODEKERKEN-SCHRÖDER, G.; OPPEN, C. VAN. Using PLS path modeling for assessing hierarchical construct models guidelines and empirical illustration. MIS quarterly, v. 33, n. 1, p. 177–195, 2009.

WIKLUND, J.; SHEPHERED, D. Entrepreneurial orientation and small business performance: a configurational approach. Journal of Business Venturing, v. 20, p. 71–91, 2005.

ZAHRA, S. A.; COVIN, J. G. Business strategy, technology policy and firm performance. Strategic Management Journal, v. 14, n. February 1991, p. 451–478, 1993.




DOI: http://dx.doi.org/10.19177/reen.v9e12016232-264

##plugins.generic.alm.title##

##plugins.generic.alm.loading##

Metrics powered by PLOS ALM

Apontamentos

  • Não há apontamentos.


R. eletr. estrat. neg.Universidade do Sul de Santa Catarina, Santa Catarina, ISSN 1984-3372

Licença Creative Commons


REEN is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported .