PMKT – Brazilian Journal of Marketing, Opinion, and Media Research ISSN: 1983-9456 (Print) ISSN: 2317-0123 (Online) Editor: Fauze Najib Mattar Valuation system: Triple Blind Review Languages: Portuguese and English Publication: ABEP – Associação Brasileira de Empresas de Pesquisa Marketing Information Management of Cooperative Network Retail Construction Materials from Paraná: a Multicase Study Gestão da Informação de Marketing em Redes de Cooperação do Varejo de Materiais de Construção do Paraná: um Estudo de Multicasos Submission: 7 fev. 2013 - Approval: 15 set. 2013 Sandro Deretti Doctoral Student in Business Administration - Pontificia Universidade Católica - PUC-PR. M.Sc of Management, Science and Information Technology. Specialized in Marketing and Degree in Business Administration - Federal University of Paraná - UFPR. Professor at the State University of Paraná - UNESPAR/FAFIPAR-Paranaguá. E-mail: [email protected]. Address: Rua Valdir Muller, 1320 - Caiobá - 83.260-000 - Matinhos/PR - Brasil. Mirian Palmeira Doctor and M.Sc of Business Administration from Fundação Getúlio Vargas - FGV-SP. Specialized in Marketing - FAE. Specialized in Small Business - London Business School. Degree in BusinessAdministration - Federal University of Paraná - UFPR. Professor at the Federal University of Paraná - UFPR. E-mail: [email protected].
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PMKT – Brazilian Journal of Marketing, Opinion, and Media Research
ISSN: 1983-9456 (Print)
ISSN: 2317-0123 (Online)
Editor: Fauze Najib Mattar
Valuation system: Triple Blind Review
Languages: Portuguese and English
Publication: ABEP – Associação Brasileira de Empresas de Pesquisa
Marketing Information Management of Cooperative Network Retail Construction Materials
from Paraná: a Multicase Study
Gestão da Informação de Marketing em Redes de Cooperação do Varejo de Materiais de
Construção do Paraná: um Estudo de Multicasos
Submission: 7 fev. 2013 - Approval: 15 set. 2013
Sandro Deretti
Doctoral Student in Business Administration - Pontificia Universidade Católica - PUC-PR. M.Sc of
Management, Science and Information Technology. Specialized in Marketing and Degree in
Business Administration - Federal University of Paraná - UFPR. Professor at the State University of
Marketing Information Management of Cooperative Network Retail Construction Materials from Paraná: a Multicase Study
Sandro Deretti / Mirian Palmeira
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
13, pp. 123-147, October, 2013 – www.revistapmkt.com.br 124
ABSTRACT
This article describes how does marketing information management from retailers of construction
materials. We conducted a study of multicases, with on-line questionnaire answered by 15 members
and retailers and by the Manager of each of the four networks formally constituted and operating in
this segment in the State of Paraná, Brazil. The results show the high importance attached by the
managers of networks in relation to procedures for the management of marketing information from
these organizations. However, the use of specific practices for this purpose reveals operational
limitations in steps of determination of needs, acquisition, dissemination and use of marketing
information. Are also pointed some differences between the networks managers opinions and
perceptions of the storekeepers in respect of various activities of specific marketing information
management. Concludes that the marketing information management on networks observed is
targeting basically for promotion and dissemination actions.
KEYWORDS:
Information management, marketing, cooperative network.
RESUMO
Este artigo descreve como ocorre a gestão da informação de marketing das redes varejistas de
materiais de construção. Foi realizado um estudo de multicasos, com questionário respondido on-
line por 15 lojistas associados e pelo gestor de cada uma das quatro redes formalmente constituídas
e atuantes nesse segmento no Estado do Paraná, Brasil. Os resultados apontam a elevada
importância atribuída pelos gestores das redes em relação aos procedimentos de gestão da
informação de marketing dessas organizações. No entanto, a utilização de práticas específicas com
este propósito, revela limitações operacionais nas etapas de determinação das necessidades,
obtenção, disseminação e uso de informações de marketing. Também são apontadas divergências
entre as opiniões dos gestores das redes e as percepções dos lojistas em relação às diversas
atividades de gestão da informação específicas de marketing. Conclui que a gestão da informação
de marketing nas redes observadas está voltada basicamente para ações de promoção e divulgação
de ofertas.
PALAVRAS-CHAVE:
Gestão da informação, marketing, redes de cooperação.
Marketing Information Management of Cooperative Network Retail Construction Materials from Paraná: a Multicase Study
Sandro Deretti / Mirian Palmeira
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
13, pp. 123-147, October, 2013 – www.revistapmkt.com.br 125
1. INTRODUCTION
The globalized economy requires fundamental changes in the strategic process of the companies
providing opportunities and threats in all segments and requiring competitive products and services.
McGee and Prusak (1994) state that any action you take in an organization requires the analysis of
information and, in some circumstances, in various forms and from a variety of sources. Thus, the
challenge associated with collecting information is potentially relevant stuff and put it available for
analysis and interpretation. In this sense, the authors say, “the information also needs to be treated
as seriously as any other strategic resource is treated” (MCGEE; PRUSAKK, 1994:51).
In the competitive scenery, the marketing function within the company assumes greater importance
in the development of competitive advantages and reducing uncertainties. In this perspective, the
marketing management is faced with the need to collect information and knowledge to understand
the fluctuations of different variables present in social environments, cultural, demographic,
competitive and technological, among others, to seek better relationship with their customers and
contribute to the success of the organization. In this changing environment, some organizations seek
to act in a cooperative way to face problems related to costs, marketing and staff training, among
others.
To Balestrin and Verschoore (2008), co-operation allows the search for technologies and reduction
of transaction costs related to the process of innovation, increased economic efficiency and,
consequently, improving the levels of competitiveness. Within marketing, the network approach to
business cooperation allows the range of actions, previously inaccessible, especially for micro and
small businesses, especially; suffer from the difficulty of obtaining resources (PEREIRA, 2004).
The State of Paraná has four cooperative networks retailers of building materials totaling 145
storekeeper associates working in several cities. These organizations also need to optimize the flow
of information and manage them properly to achieve the common goals of its members.
Organizations focused on marketing should manage information observing various procedures such
as procurement, evaluation, classification, storage and dissemination of that information that is
relevant to put it in a better competitive position.
As the marketing information management in these networks a continuous process, the aim of this
paper is to describe how the information management marketing cooperation networks of retail
building materials is operating in the state of Paraná.
The relevance of this study is to understand the degree of importance and use of specific procedures
of the stages of information management applied in marketing from the experience of managers.
Furthermore, from the management of marketing information , are also investigated marketing
results in terms of performance of activities aimed at the satisfaction of customers, choosing the
appropriate product mix, pricing with best result , brand promotion/name of the network, improving
the physical structure of the stores and meeting the expectations of the owners/ shareholders.
2. THEORETICAL-EMPIRICAL BACKGROUNDING
This section presents the issues related to this work, to establish the necessary theoretical
background to support the research and discussion of the results.
Marketing Information Management of Cooperative Network Retail Construction Materials from Paraná: a Multicase Study
Sandro Deretti / Mirian Palmeira
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
13, pp. 123-147, October, 2013 – www.revistapmkt.com.br 126
2.1 INFORMATION MANAGEMENT
The complexity and dynamism of the competitive environment mean that organizations depend on
effective tools for information management to reduce the uncertainty of decision making. To
Barreto (2006:9): The information is qualified as an instrument modifier of man's consciousness. When properly assimilated, produces knowledge and modifies the mental stock of knowledge of the individual.
Along the same line, McGee and Prusak (1994) argue that in the new competitive order post-
industrial, information is in an organizational resource that requires management to help
organizations improve their competitive performance.
To Alvarenga Neto (2005) the management of information is related to decision making,
innovation, management processes and the acquisition and distribution of information in the post-
industrial society.
According to Bergeron (1996), the information management in organizations can be understood
from two perspectives: that of information technology and the integrative perspective.
Alvarenga Neto (2005) notes that, from the perspective of information technology, there is a
predominance of studies on Management of Information Resources - GRI. In these studies the
management of information is often equated with information technology or simply to technology.
At this point, information is produced and processed on computers internally as the sole provider of
organizational information, covering the activities of planning data, capacity and application , the
planning and development of information systems , project management; acquisition of hardware
and software, system-technology integration and data management.
The integrative approach highlights the GRI as “a path converging to informational problems” and
this widespread view eminently in information studies. Thus, GRI assumes managerial character
having as objectives: Integrating and harmonizing the sources, services and corporate information systems and create a synergy
between internal and external sources of organizational information and in the context of information
needs. (ALVARENGA NETO, 2005:64).
Barreto’s words (2006:13), the evolutionary process of the GRI notes that the “condition of
information began to prioritize the generation of knowledge in the individual from the information.”
In the organizational context , GRI triggers awareness of the need for information management as
part of corporate strategy, evolving into a broader concept of Information Management, as will be
described in the following section .
2.2 STEPS OF INFORMATION MANAGEMENT
The search for an optimal model, which describes the steps necessary for the effective management
of information, is a complex task. The specifics of each organization and the environment that
surrounds it, lead to different processes, steps or constituent dimensions of a model.
Marketing Information Management of Cooperative Network Retail Construction Materials from Paraná: a Multicase Study
Sandro Deretti / Mirian Palmeira
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
13, pp. 123-147, October, 2013 – www.revistapmkt.com.br 127
To Tarapanoff (2006) information management should be conducted in a cyclical manner and
procedure, in order to provide the conditions necessary for decision makers. The idea of process is
also observed in models that dominate the literature on the management of information (McGEE;
In Brazil, according to Toaldo (1997), like many other countries have been developed various
studies to identify the relationship between the market orientation and business performance,
showing that this is a useful research stream, each of which evaluates the degree of market
orientation and the factors that facilitate its implementation, and the evaluation of their impact on
the performance of organizations.
Marketing Information Management of Cooperative Network Retail Construction Materials from Paraná: a Multicase Study
Sandro Deretti / Mirian Palmeira
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
13, pp. 123-147, October, 2013 – www.revistapmkt.com.br 129
The propositions of Kohli and Jaworski (1990) argue that market-oriented firms have three essential
characteristics:
Ability to generate market information.
Effectiveness and efficiency in the dissemination of such information by the organization.
Internal conditions to plan and implement responses aligned with the information generated and
disseminated to raise the degree of organizational competitiveness.
Following in his propositions, Kohli and Jaworski (1990) note that one or more departments must
work together to generate broad understanding of the behavior of their customers, which also
includes environmental factors as stakeholders in this behavior.
The dissemination of this knowledge generated objective participation across the company to
implement appropriate responses to the needs of customers by undertaking effective actions against
the knowledge generated and disseminated.
As observed and Henrique Barbosa (2009) , these ideas require investments in computer systems to
store data on sales performance, databases on consumers, data warehouses, data mining and market
intelligence systems.
The effective use of data and marketing information includes some difficulties. Turban et al. (2010)
argue that technological advances offer organizations large amount of information, but irrelevant or
of low quality, which can compromise your entire marketing effort.
At other times, organizations have large amount of relevant information and good quality, but
marketing executives may not realize the importance of its use and make decisions based solely on
their intuitions and experiences. Intuition and experience are important in the process of marketing
planning and, when associated with an adequate dose of relevant information, will provide positive
results (TURBAN et al., 2010).
Mattar (1996) points out that there are also companies that have large amount of relevant
information and quality , but are used in the wrong way in decision making in marketing , either by
ignorance of how users triage appropriate information, either because they difficulties in
interpreting them correctly, causing impairment of efficiency of marketing planning as a whole.
Moreover, Razzolini Filho et al. (2009) note that the information management provides satisfactory
results when the technologies for information processing are integrated with the business objectives
and the organizations strategic planning.
Once the information manager is a decision maker, the information becomes an indispensable
resource, thus requiring the existence of an information system that can generate a flow of updated
information.
The increased availability of information about the internal and external environment helps those
who take decisions in the planning, implementation and control of applicability of the information
for decision making.
For those organizations devoted to marketing, should be a clear need to gather information
coordinated, systematic and constant, with a clear process for managing information.
Marketing Information Management of Cooperative Network Retail Construction Materials from Paraná: a Multicase Study
Sandro Deretti / Mirian Palmeira
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
13, pp. 123-147, October, 2013 – www.revistapmkt.com.br 130
To Mattar (2009), the most appropriate way to provide users information marketing business is
through the structuring of a Marketing Information System - SIM, whose primary goal is to help
you best decisions are made by marketing managers, reducing uncertainty.
Kotler and Keller (2006:71) emphasize that the SIM is a mechanism
Consists of people, equipment and procedures dedicated to collect, sort, analyze, evaluate and distribute
the necessary information accurately and timely for those who make the marketing decisions.
Its development occurs from internal company records, intelligence activities of marketing and
marketing research.
2.4 COOPERATION NETWORKS IN RETAIL BUILDING MATERIALS
Given the changes in the way we produce, distribute and manage new relationships arise between
companies, firms and workers and enterprises and institutions. From this new scenario, cooperative
relations are intensified to reduce the difficulties that “translate as transaction costs for business,
which is, costs beyond the cost of production “(OLAVE; AMATO NETO, 2001:290).
Malafaia, Maciel and Camargo (2006) mentioned that the cooperation networks arise due to the
crisis of the traditional models of vertical, demanding action lean and flexible to adapt quickly to
market conditions.
Balestrin and Verschoore (2008) noted that the horizontal networks being characterized by: Comprised of companies that keep each their independence, but who choose to coordinate specific
activity jointly, with the following objectives: creation of new markets, support costs and risks in research
and new product development, information management and technologies, definition of quality brands,
defense of interests, marketing activities, among others. These networks are formed under the scope of
the cooperation of its members, who choose to formalize flexible to better adapt the nature of their
relationships. (BALESTRIN; VERSCHORE, 2008:208).
Within marketing, the network approach to business cooperation allows the range of actions,
previously inaccessible, especially for micro and small businesses, especially; suffer from the
difficulty of obtaining resources (PEREIRA, 2004).
The retail environment is a setting conducive to networking cooperation. Retail brings together
more than 1.5 million companies that together employ about 10 million people, some R$ 1.5 trillion
(IBGE, 2008) and market products and services directly to consumers.
Moreover, the relevance of studying retail and its activities is justified because they represent a
manifestation of the marketing concept at the exact moment that occurs to deliver goods and
services to consumers (LAS CASAS, 2010).
To Martignano, Alperstedt and Fiates (2005) retail building materials in the Brazilian context has
undergone major changes from the 1990s, with the intense competition for the best competitive
positions among international groups such as Castorama and Leroy Merlin.
Marketing Information Management of Cooperative Network Retail Construction Materials from Paraná: a Multicase Study
Sandro Deretti / Mirian Palmeira
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
13, pp. 123-147, October, 2013 – www.revistapmkt.com.br 131
This scenario also provides new store formats, such as home centers which enhance the self-service.
Furthermore, the increased supply of imported products due to the openness of the economy
expands the product mix and requires adjustments to the distribution channels.
Following the example of other segments, to adjust to the challenging environment, micro, small
and medium entrepreneurs in the retail building materials replace the paradigm of individual
competition to act collectively.
A study by Pereira (2004 ) on the marketing networks of cooperation, particularly in a network of
building materials created in 2000 in Rio Grande do Sul, initially constituted with 11 stores, makes
many marketing activities performed together .
The study reveals that acting cooperatively improved internal and external communication and
improved marketing management through the collection, processing and dissemination of
information among the associate members. Thus, the network faces more appropriately strong
competition in the industry, solidifies his image and increases customer satisfaction.
Currently there are four cooperation networks that compete in the retail of construction materials in
the State of Paraná. These networks are distributed in different cities and have between 19 and 56
stores attached, featuring a scenario conducive to research the management of marketing
information.
3. METHODOLOGY
This research is characterized as a multiple case study is to observe and process information
management contemplating the theoretical model of Davenport and Prusak (1998), described in
section 2.2, the marketing environment of cooperation networks of retail materials construction of
Paraná, with transversal perspective of time. As Richardson (1999:148), In a cross-sectional study, data are collected at one point in time, based on a selected sample to describe a
population in that particular moment.
For Yin (2010), a case study in research involves a matter operated by one or more cases within a
bounded system, in comparison of situations. Unlike other qualitative methods, the case study
combines several sources of evidence to promote a triangulation of information for explanation of
the facts. The multiple case study involves collecting and analyzing data from several cases, it is
useful to highlight the differences and similarities between them (GIL, 1999; MERRIAM, 2009).
As Godoy (1995) and Yin (2010), a case study can still provide a descriptive purpose, building a
detailed account of a phenomenon , involving its configuration , structure , activities and
relationships with other phenomena, as in the present study by investigating through the lifting
occurs as marketing management in the context of cooperation networks .
The secondary data were obtained from the IBGE sites, associations involved in the trade of
building materials and the networks studied.
The primary data collection was done by the method of written communication , using
questionnaires not disguised , filled by an officer of each of the four networks of cooperation
Marketing Information Management of Cooperative Network Retail Construction Materials from Paraná: a Multicase Study
Sandro Deretti / Mirian Palmeira
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
13, pp. 123-147, October, 2013 – www.revistapmkt.com.br 132
formally incorporated in the State of Paraná and the store managers associated with these networks,
distributed and collected online with the help of the system Qualtrics.
The instrument contained closed questions, with answers aimed at scales that are as Gil (1999:139):
“instruments built with the aim of measuring the intensity of opinions and attitudes in the most
objective possible." Were also used open-ended questions so that the respondent could express
themselves freely, providing opportunities for the exploitation of information not covered in the
closed questions.
This structure of the questionnaire, as well as its online hosting, took into consideration the fact that
the respondents were scattered in different regions of the State of Paraná, requiring researchers to
limitations of time and financial resources.
The link that hosted the questionnaire was sent to the managers of networks and redirected them to
the 145 shopkeepers associated. Among these tenants, 15 fully completed the instrument, featuring
a non-probability sample.
Contacts with managers were conducted between the months from July to November 2012,
covering various stages and objectives, such as: invitation to participate in the survey, send the link
of the instrument for data collection, shipping documents explaining the purposes of the study,
answering questions about completing the research protocol, forwarding requests and forwarding
protocol for retailers associates and request additional information. These contacts occurred several
times through phone calls and emails.
Treatment of secondary data was done by the description of its contents. Primary data were treated
from the content analysis of the answers given by managers of cooperation networks and shops.
Closed questions were addressed from the notes made on the scales of intensity and correlation
present in the data collection instrument.
The presentation of primary and secondary data was performed by means of graphs, tables and
comments from the information collected in the various sources consulted by the researcher.
4. STATEMENT AND RESULTS ANALYSIS
The survey link was aired on July 9, 2012. After several contacts with a view to accession by the
network managers, in 18 consecutive days, a manager for each network had already answered the
instrument of data collection, this condition being predominant for comparison with the responses
of retailers.
However, during this same period, only 22 of the 145 tenants had accessed the link to answer the
questionnaire and only six of them answered fully. Given this limitation, most were granted 37 days
prior to cancellation of the access link to the respondents. In this period, there were new rounds of
phone calls and emails to the managers of the networks to which they promoted, along with their
associates, greater adhesion to search.
Interesting to note that all managers conditioned adherence to the study by sending a report
consolidated data to completion, thus confirming the relevance of the study to more accurate
Marketing Information Management of Cooperative Network Retail Construction Materials from Paraná: a Multicase Study
Sandro Deretti / Mirian Palmeira
PMKT – Brazilian Journal of Marketing, Opinion, and Media Research (ISSN 1983-9456 Print and ISSN 2317-0123 Online), São Paulo, Brasil, V.
13, pp. 123-147, October, 2013 – www.revistapmkt.com.br 133
diagnosis about the process and results in the management of marketing information in their
organizations.
On August 31, 2012 link to access the search was suspended. During this period of 54 days were
performed 66 bouts of tenants to the instrument, the volume of which resulted in 15 valid responses