Análise multicasos da orientação para o mercado (OPM) no setor frigorífico de bovinos e seu impacto na estrutura de governança de suprimentos
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Data
2017-08-21
Autores
Silva, Alex Santos Lopes da [UNESP]
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Universidade Estadual Paulista (Unesp)
Resumo
Este estudo teve como objetivo avaliar a relação entre a orientação para o mercado (OPM) dos frigoríficos de bovinos brasileiros e as formas de governança de suprimentos adotadas, investigando especificamente se a OPM influencia a modalidade de compra de matéria-prima. Para tanto, realizaram-se estudos de caso junto a cinco frigoríficos de bovinos brasileiros, todos eles com portfólio de produtos semelhantes, tendo a OPM e a Economia dos Custos de Transação (ECT) como arcabouço teórico. Para captar a percepção dos entrevistados em relação a OPM, foi elaborado um roteiro semi-estruturado a partir da escala MKTOR-CON. Os resultados demonstram que as empresas de maior porte estão mais orientadas ao mercado. Quanto a forma de governança de suprimento adotada, a maior parte das compras totais de matéria-prima das empresas pesquisadas são realizadas via mercado spot, mecanismo compatível com transações de ativos de baixa especificidade, baixo risco e baixa incerteza. Esta modalidade de compra é utilizada pelos frigoríficos para atender tanto o mercado de produtos commodity quanto os mercados de produtos diferenciados. Porém, nas empresas mais orientadas ao mercado, cresce de forma significativa o uso de modelos híbridos de governança, coordenados via contrato, quando a matéria-prima transacionada tem o objetivo de atender especificamente mercados de carne premium, de nicho, indicando que estas empresas, a fim de buscar uma coordenação melhor da cadeia nesta situação, adotam alternativas ao mercado spot. Por fim, a contribuição gerencial deste trabalho foi demonstrar que neste setor, cuja qualidade da matéria-prima é determinante para a qualidade do produto final, é necessária uma efetiva disseminação das informações de marketing entre os departamentos da empresa, especialmente entre o marketing/comercial e o de originação/suprimentos. Além disso, a mudança nos hábitos de consumo exigirá que as empresas adotem, cada vez mais, estruturas de governança alternativas ou complementares ao mercado spot.
This study aimed to evaluate the relationship between the market orientation (OPM) of brazilian beef slaughterhouses and the forms of supply governance adopted, specifically investigating whether the OPM influences the raw material purchasing modality. To this end, case studies were carried out with five Brazilian beef slaughterhouses, all of them with similar product portfolio, with OPM and Transaction Cost Economics (ECT) as a theoretical framework. In order to capture the interviewees' perception of OPM, a semi-structured questionnaire was elaborated from the MKTOR-CON scale. The results show that larger companies are more market oriented. As to the form of supply governance adopted, most of the total purchases of raw materials from the companies surveyed are carried out via the spot market, a mechanism compatible with transactions of low specificity, low risk and uncertainty. This purchasing modality is used by the slaughterhouses to serve both the commodity product market and the niche product markets. However, in the more market-oriented companies, the use of hybrid models of governance, coordinated by contract, is growing significantly when the traded raw material has the objective of specifically serving premium, niche meat markets, indicating that these companies, In order to seek better coordination of the chain in this situation, adopt alternatives to the spot market. Finally, the managerial contribution of this work is to demonstrate that in this sector, whose quality of the raw material is determinant for the quality of the final product, it is necessary an effective dissemination of the marketing information between the departments of the company, especially between the marketing/commercial and origination/supplies. In addition, the change in consumer habits will require companies to increasingly adopt alternative or complementary governance structures to the spot market.
This study aimed to evaluate the relationship between the market orientation (OPM) of brazilian beef slaughterhouses and the forms of supply governance adopted, specifically investigating whether the OPM influences the raw material purchasing modality. To this end, case studies were carried out with five Brazilian beef slaughterhouses, all of them with similar product portfolio, with OPM and Transaction Cost Economics (ECT) as a theoretical framework. In order to capture the interviewees' perception of OPM, a semi-structured questionnaire was elaborated from the MKTOR-CON scale. The results show that larger companies are more market oriented. As to the form of supply governance adopted, most of the total purchases of raw materials from the companies surveyed are carried out via the spot market, a mechanism compatible with transactions of low specificity, low risk and uncertainty. This purchasing modality is used by the slaughterhouses to serve both the commodity product market and the niche product markets. However, in the more market-oriented companies, the use of hybrid models of governance, coordinated by contract, is growing significantly when the traded raw material has the objective of specifically serving premium, niche meat markets, indicating that these companies, In order to seek better coordination of the chain in this situation, adopt alternatives to the spot market. Finally, the managerial contribution of this work is to demonstrate that in this sector, whose quality of the raw material is determinant for the quality of the final product, it is necessary an effective dissemination of the marketing information between the departments of the company, especially between the marketing/commercial and origination/supplies. In addition, the change in consumer habits will require companies to increasingly adopt alternative or complementary governance structures to the spot market.
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Estratégia empresarial, Marketing agroindustrial, Orientação para o mercado, Business strategy, Agroindustrial marketing, Market orientation