O Distribuidor e o Varejista: o Relacionamento no Contexto Farmacêutico

Abstract

The development of a relationship based on commitment and trust contributes to the realization of good business between supplier and client. This work explores and presents the results of a research carried out with the drugstores and pharmacies in the metropolitan region of São Paulo city about their distributor of medicines. The literature presents several relationship models and in this situation we use the model proposed by Morgan and Hunt (1994), with the inclusion of the constructs conflict and power. The results indicate the adequacy of the model in the pharmaceutical context and, based on the characteristics of the drugstore and the pharmacy profiles and of the responsible for the purchase of medicines, differences are verified in the relationship with the distributor of medicines.

Proposed application of the relationship marketing in interorganizational relations

“…Shared values directly influence both trust and commitment (Morgan & Hunt, 1994). In this sense, Farina and Gouvêa (2012) corroborate with their findings, that is, shared values positively influence trust. Thus, the following proposition was elaborated:…”

“…It also influences commitment and trust (Morgan & Hunt, 1994). In the study by Farina and Gouvêa (2012), the commitment showed a significant relationship with cooperation.…”

“…The values shared among the companies, contribute to the intention to perform relational exchanges, because there are common desires and therefore actions can be taken together (Morgan & Hunt, 1994)). When there are shared values, trust and commitment are established to the actors' development (Farina & Gouvêa, 2012;Larentis & Slongo, 2008). In the study by Abbasi et al, (2016), significance was found in the relationship between shared values and the desire to continue the relationship.…”

“…The difficulty dealing with competitiveness is a factor that causes companies to cooperate with each other (Balestrin & Verschoore, 2008). However, cooperation only works if both companies pursue mutual objectives that otherwise could not be achieved (Farina & Gouvêa, 2012). In addition, it is through cooperation that actors can learn about each other, participate in common projects, share creative solutions (Bengtsson & Kock, 1999).…”

“…The influence of communication on trust was significant in the research conducted by Farina and Gouvêa (2012). With this, it becomes pertinent that communication is an important factor for the connection among the actors (Balestrin & Vargas, 2003).…”