{"id":116411,"date":"2014-01-10T00:00:00","date_gmt":"2014-01-10T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/la-distribucion-paralela-analisis-desde-la-perspectiva-del-distribuidor-mayorista-de-alimentacion\/"},"modified":"2014-01-10T00:00:00","modified_gmt":"2014-01-10T00:00:00","slug":"la-distribucion-paralela-analisis-desde-la-perspectiva-del-distribuidor-mayorista-de-alimentacion","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/sector-de-negocios-y-comercio\/la-distribucion-paralela-analisis-desde-la-perspectiva-del-distribuidor-mayorista-de-alimentacion\/","title":{"rendered":"La distribuci\u00f3n paralela: an\u00e1lisis desde la perspectiva del distribuidor mayorista de alimentaci\u00f3n"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Fernando Gimeno Arias <\/strong><\/h2>\n<p>Resumen los mercados de productos de alta demanda, en especial aquellos que gozan de una marca de reputaci\u00f3n en el mercado, tienen como caracter\u00edstica peculiar el ordenar los procesos de intercambio hasta el consumidor final mediante canales donde se dise\u00f1a una estrategia espec\u00edfica para optimizar la funci\u00f3n de distribuci\u00f3n que atiende los intereses de sus fabricantes y distribuidores. Esta particular red de distribuci\u00f3n, que opera bajo la denominaci\u00f3n de canal de distribuci\u00f3n oficial, es amenazada por agentes externos que, alentados por las oportunidades de negocio que brindan los productos de estas caracter\u00edsticas, participan en el intercambio al margen de la distribuci\u00f3n oficial, creando con ello un canal de distribuci\u00f3n o mercado paralelo. para que los distribuidores paralelos puedan operar en los mercados de estos art\u00edculos, es una condici\u00f3n necesaria que agentes pertenecientes a la red oficial los doten de producto en un acto de oportunismo por incumplimiento de sus acuerdos como miembros de la distribuci\u00f3n oficial. Con ello persiguen incrementar los vol\u00famenes de negocio a los que tienen acceso si s\u00f3lo act\u00faan como agentes oficiales. Otra acci\u00f3n en la que se manifiesta el oportunismo de los agentes de la red oficial es el aprovisionamiento de producto desde estos mercados paralelos al encontrar mejores condiciones de las que le brinda la distribuci\u00f3n oficial, por ejemplo, un mejor precio. el objetivo de la tesis es indagar en las particularidades de los canales de distribuci\u00f3n de productos de gran consumo mediante el estudio de las razones y motivaciones que encuentra un intermediario de la distribuci\u00f3n oficial para incumplir sus acuerdos dentro de la estrategia oficial a la que pertenece, y acudir al mercado paralelo a intercambiar producto mediante compra y\/o venta. para realizar el an\u00e1lisis se ha utilizado como metodolog\u00eda la confecci\u00f3n de un cuestionario utilizando como base los distintos aspectos presentes en la literatura acad\u00e9mica sobre canales de distribuci\u00f3n, en general, y mercado paralelo, en particular. De esta manera hemos identificado los elementos relevantes en la toma de decisiones de los intermediarios de la distribuci\u00f3n oficial. Mediante un sistema on-line se han obtenido respuestas v\u00e1lidas a este cuestionario procedente de intermediarios mayoristas de alimentaci\u00f3n, bebidas, droguer\u00eda y perfumer\u00eda, que se encuadran dentro del sector definido como distribuci\u00f3n de art\u00edculos de gran consumo y que, adem\u00e1s, encuentran una asentada presencia los art\u00edculos con una marca de reputaci\u00f3n. Posteriormente se ha realizado inferencia estad\u00edstica con los resultados obtenidos dentro del contexto de las acciones del distribuidor oficial, mediante la modelizaci\u00f3n de cuatro situaciones donde est\u00e1 presente la distribuci\u00f3n en un mercado paralelo al oficial. de los resultados hemos obtenido conclusiones que aportan novedades al estado de la literatura sobre la distribuci\u00f3n mediante mercados paralelos. Encontramos que la participaci\u00f3n del distribuidor oficial tiene l\u00edmites, que denominamos efecto saturaci\u00f3n, establecido por la necesidad que el intermediario tiene de seguir perteneciendo a la red oficial y no ser excluido de ella por un exceso de transacciones al margen de sus acuerdos. otra novedad que hemos constatado es que la ordenaci\u00f3n del canal de distribuci\u00f3n oficial, mediante la asignaci\u00f3n de funciones en el seno de la red o mediante la negociaci\u00f3n de los t\u00e9rminos de su pertenencia, tiene efectos sobre las decisiones de los distribuidores oficiales en la participaci\u00f3n en los mercados paralelos. en \u00faltimo lugar, hemos aportado como novedad la observaci\u00f3n de que el nivel de transacciones en el mercado paralelo es controlable mediante las acciones disciplinarias del fabricante. Estas acciones est\u00e1n destinadas a evitar o reducir la relevancia del mercado paralelo en la red oficial y as\u00ed prevenir que el comportamiento de los agentes que participan en \u00e9l sea imitado por los distribuidores oficiales.   abstract the market of fast moving consumer goods is characterised by the presence of highly reputed brands that design their distribution channels with a specific strategy in mind. This design is the &quot;official&quot; channel that is intended to optimize the distribution function to simultaneously fulfil the interests of both, the manufacturer and its distributors. An official channel is an &quot;exclusive club&quot; that let aside other agents that might be interested in transacting with the brand. The latter are motivated by the potential of benefits that can be obtained by buying and\/or selling these brands and, sometimes, they do so. These &quot;alternative&quot; distributors, unintended by the manufacturer, that transact with the merchandise out of the official channel of distribution, create what is named as the grey distribution. however, grey distributors can participate in the buying and selling of these products only if official agents provide product. It is therefore the result of an opportunistic action of one or several official agents whose actions are not aligned within the official distribution.  the aim of this thesis is investigating the reasons and motivations of official intermediaries to actively participating, as buyers or suppliers, in the grey market. With the political economy framework in mind, four models have been proposed to explain our dependent variable. Transaction cost economics, reference-group theory, game theory, and relational theory have been employed to formulate different hypotheses. we used an online survey to collect data from official distributors. Xxx usable questionnaires were obtained. Their analysis allowed us testing the hypotheses. Most of them were accepted. In particular we have found a limit to the participation of official distributors in grey market, i.E., A saturation effect. This nonlinear, reversed u shaped effect, is the result of the need of official distributors for continuing their consideration as official intermediaries since their exclusion from the official channel would represent a high risk to their survival. This represents a contribution to the current state of the literature on this topic. we have found that the manufacturers&apos; segmentation strategy has effects on their official distributors&apos; intentions to participate in the grey channel. Price segmentation and assortment restrictions increase the intention, whereas product and market exclusivity reduce it. The situation of negotiation also influences the intentions to use the grey market as a mechanism to counteract the power of the manufacturer&apos;s brands.  we have observed that the manufacturers&apos; use of enforcement mechanisms have effects on controlling the intentions of distributors to participate in grey markets, although only when enforcement is strong enough to be credible; i.E., Low levels of enforcement do not deter distributors from their participation in grey markets. finally, our results show that official distributors imitate other official agents so that when they observe the others to be involved in the grey market, this serve as a motive for their own involvement. However, they discriminate so that when official distributors perceive that it is the manufacturer who is feeding the grey market they react in a more intense degree, compared to when they perceive other official distributors as the feeders.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>La distribuci\u00f3n paralela: an\u00e1lisis desde la perspectiva del distribuidor mayorista de alimentaci\u00f3n<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 La distribuci\u00f3n paralela: an\u00e1lisis desde la perspectiva del distribuidor mayorista de alimentaci\u00f3n <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Fernando Gimeno Arias <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Murcia<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 01\/10\/2014<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Miguel Hernandez Espallardo<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: alejandro Molla descals <\/li>\n<li>pablo Mu\u00f1oz gallego (vocal)<\/li>\n<li>Manuel S\u00e1nchez p\u00e9rez (vocal)<\/li>\n<li>narciso Arcas lario (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Fernando Gimeno Arias Resumen los mercados de productos de alta demanda, en especial aquellos que gozan de 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