Poder gerando valor em canais de distribuição: um estudo no mercado food service a partir de relações bilaterais entre restaurantes no Brasil e na Espanha

Abstract

The power of having a multidimensionality, challenges its analysis and property values. Its universal and critical role in the success of any activity, from the dominant ideology, can be analyzed and evaluated in many ways. Thus the question that materialized in this study is: "How can the relations of power, under the coercion and collaboration dimensions affect the performance and value creation in a dyadic relationship in the distribution channel of the food service market in Brazil and Spain? . Most contemporary studies of marketing seem to enter into the pragmatic priorities in this area of knowledge. Seeking a differentiated analysis, we adopted a critical view of research, placing their epistemological under the Critical Theory of Jürguen Habermas. Thus, this multiple case study conducted in the distribution channel of the food service market in Brazil and Spain, there is collaboration and coercion seen as dimensions of power, which apparently have opposite directions, may influence expressions of feelings (trust, legitimacy and urgency) that occur between small customers and major suppliers as well as their likely value generation and maintenance of future relations. Developing a systemic model contributed to the checking of how the integration of transactional processes in dyads studied, from the perspective of power. The systemic analysis consisted of a synthetic arrangement that would elucidate the behavior of the stakeholders within this approach, explaining the relations of power from what these relationships established as purpose. Were identified several sources of power that provided empirical evidence that there is a significant relationship between the power of a channel member and the sources of power available. The coordination of these logics can have effective results and can only happen if the goals are aligned to the overall performance of the channel. Thus, the use of Critical Theory consented in converting the theoretical knowledge provided in a permanent process of construction and interpretation, offered a different perspective on the reflection of power, when analyzing the reality of its authors, all the possible possibilities. The studies showed, mainly, that the power can be analyzed from multiple dimensions, even if they seem to be opposite, but, complementary in the pursuit of performance and superior value creation in distribution channels.