O comportamento de compras e vendas em relacionamentos business to business: um estudo de casos múltiplos na Díade Siderurgia - Indústria Automobilística Brasileira

Abstract

That research aims to evaluate as the relational atmosphere existent in the díade Brazilian steel works and automobile industry is formed and to influence the buyers' and salespersons' behavior in those industrial markets. For that, it was studied the elements and the determinants variables in the relationships dynamics between supplier and buyer of the researched companies, through an exploratory, qualitative and descriptive among in a multicasos study. The buyers and the supplier companies that constituted the three dyads of the study were selected by the accessibility criterion and the researcher's convenience, and also for the existent relationship conditions. The interviews were carried out in November, 2007 and February, 2008, focusing on the representatives people of the Marketing team of the steel plant and of the headquarters of purchases of the assemblers. The approach of interaction of IMP Group was adopted as theoretical model of reference to base the analytic modelproposed by the researcher, in order to investigate as the episodes and forms of changes existents in the dyads relationships are formed and influence the relational atmosphere and the creation of value for both actors. Besides, it was looked for to evaluate the influence of the atmosphere of businesses and of the corporate strategies in the determination in the way with the companies link and which the possible influences in the determination of the characteristic elements of the relational atmosphere. It was possible to identify as conclusions: a) the market structure (offer versus demand) and the social system of the organization (organization political), as well as the centralizing structure and specific cultural aspects of the organizations influence the buyers' corporate strategies and salespeople; a) the attitudes and the individuals' experiences, associated to the corporate strategies determine the forms and the episodes of changes of short period; c) the episodes of changes will form to the long period an relational atmosphere characterized by the elements: transparency, interdependence, cultural proximity, social intimacy, cooperation, conflicts, it bargains, commitment and trust; and d)the relational atmosphere established conditions to the organizations obtain financial, costs and innovations benefits along the time.