African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4131

Full Length Research Paper

Relationship analysis of B2B channels: A case study on channel relationships in Brazilian agribusiness companies

Paulo Sergio Miranda Mendonca
  • Paulo Sergio Miranda Mendonca
  • Google Scholar
Luiz Gustavo Guerreiro Moreira
  • Luiz Gustavo Guerreiro Moreira
  • FEARP, University of Sao Paulo, Av. Bandeirantes, 3900, Monte Alegre, ZIP 14040-905, Ribeirão Preto, Sao Paulo, Brazil.
  • Google Scholar
Jose Alberto de Camargo
  • Jose Alberto de Camargo
  • FEARP, University of Sao Paulo, Av. Bandeirantes, 3900, Monte Alegre, ZIP 14040-905, Ribeirão Preto, Sao Paulo, Brazil.
  • Google Scholar
Omar El Faro
  • Omar El Faro
  • FEARP, University of Sao Paulo, Av. Bandeirantes, 3900, Monte Alegre, ZIP 14040-905, Ribeirão Preto, Sao Paulo, Brazil.
  • Google Scholar


  •  Received: 10 May 2013
  •  Accepted: 28 October 2014
  •  Published: 14 November 2014

Abstract

This paper examines through a case study the relationships of an agricultural input supplier company with its distribution channels in Brazil. In this paper concepts are presented related to the subject distribution channels and the dimensions of behaviour in relationship marketing. We present four models attempting to evaluate the stage of relationship marketing that two companies can have. The focus of this paper is to analyse the relationships between a supplier of agricultural inputs and its distribution channels that participate in relationships programmes with distributors offered by manufacturers. With this analysis, it was possible to verify whether the quality of the existing relationship is similar to the desired one regarding the relationships programme and whether it really achieves its goals.

 

Key words: B2B relationships, marketing channels, distribution programmes, agricultural inputs.