A Influência da Confiança, Dependência e Comprometimento na Orientação de Longo Prazo de Varejistas para com os Fabricantes Líderes do Mercado de Bebidas

Abstract

The main objective of this article is to understand how trust, dependence, and commitment can influence the long-term orientation among retailers and beverage companies in the Brazilian market. To achieve this objective, two research steps were conducted. The first was an exploratory approach using interviews with retailers to obtain a deeper understanding about the Brazilian beverage market and the relationship among retailers and beverage manufacturers. The second step, a quantitative approach, using structured questionnaires with closed questions applied in 299 retailers has evaluated their relationship with the market leaders. The data were evaluated by multiple regression and the results show that (a) the retailers' dependence positively influences commitment with beverage companies; (b) trust positively influences the retailers' long-term orientation with beverage companies, and; (c) commitment positively influences the retailers long-term orientation with the beverage companies. The hypotheses about the relationship between trust and commitment and between dependence and long-term orientation were not supported.