Canales de distribución y estrategias de comercialización para la flor colombiana en los Estados Unidos: un marco conceptual

• Salom Serna, Luis Felipe ^[2] ; Sepúlveda Calderón, María del Pilar ^[1]
  1. [1] Universidad de La Sabana

     Universidad de La Sabana

     Colombia

     
  2. [2] Consultor empresarial
• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 28, Nº. 124, 2012, págs. 191-228
• Idioma: español
• DOI: 10.1016/s0123-5923(12)70222-x
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 3 Citas
• Resumen

  • El floricultor colombiano no puede desconocer los cambios en tendencias de consumo ni la consolidación del canal retail en su mercado principal, USA. El cuál generará un alto impacto en las características del negocio y el papel de los jugadores en la cadena de suministros. El objetivo de este estudio exploratorio utilizando casos múltiples, es presentar un marco de oportunidades para fortalecer la comercialización de la flor y estructurar canales de distribución acordes a las necesidades del consumidor norteamericano y a los cambios en los hábitos de compra. Las conclusiones, proponen las acciones a emprender por las empresas floricultoras estudiadas a fin de incrementar su competitividad y resolver su dilema actual: contraer oferta para mejorar el precio de venta o incrementar demanda.

• Referencias bibliográficas
  • Afuah, A. (2000). How much do your coopetitor's capabilities matter in the face of technological change?. Strategic Management Journal,...
  • Ahmad, S., Schroeder, R.G. (2001). The impact of electronic data interchange on delivery performance. Production and Operations Management,...
  • Boyer, K.K., Lewis, M.W. (2002). Competitive priorities: investigating the need for supply chain trade-offs in operations strategy. Journal...
  • Bowersox, D.J., Morash, E.A. (1989). The integration of marketing flows in channels of distribution. European Journal of Marketing, 23 (20),...
  • Canning, L. y Hanmer-Lloyd, S. (2002). Modelling the adaptation process in interactive business relationship. Journal of Business & Industrial...
  • Cannon, J.P. y Homburg C. (2001). Buyersupplier relationships and customer firm costs. Journal of Marketing, 65 (1), 29–43.
  • Carr, A. y Pearson J.N. (1999). Strategically managed buyer-supplier relationships and performance outcomes. Journal of Operations Management,...
  • Clarke, I. (2000). Retail power, competition and local consumer choice in the UK grocery sector. European Journal of Marketing, 34 (8), 975–1002.
  • Coe, M. y Hess, M. (2005). The internationalization of retailing: implications for supply network restructuring in East Asia and Eastern Europe....
  • Corbin, J. & Strauss, A. (1990). Grounded theory research: procedures, canons and evaluative criteria. Qualitative Sociology, 13 (1),...
  • Fang, E.; Palmatier, R.W. y Steenkamp, J. (2008). Effect of service transition strategies on firm value. Journal of Marketing, 72 (5), 1–14.
  • Flynn, B.B., Flynn, E.J. (2004). An exploratory study of the nature of cumulative capabilities. Journal of Operations Management, 22 (5),...
  • Frazier, G. L. (1999). Organizing and managing channels of distribution. Journal of the Academy of Marketing Science, 27 (2), 226–40.
  • Ganesan, S.; George, M. y Jap, S. (2009). Supply chain management and retailer performance: emerging trends, issues, and implications for...
  • Groeber, J. (2008). Betting the house on private brands. Stores, 2 (28), 793–818.
  • Jain S.C. (1996). International Marketing Management, 5th ed., Cincinnati: South- Western College Publishing.
  • Kadabayi, S. (2008). Adding direct or independent channels to multiple channel mix. Direct Marketing: An International Journal, 2 (2), 66–80.
  • Kumar,V. Rajkumar V. (2005). Who are the multi-channel shoppers and how do they perform? correlates of multi-channel shopping behaviors. Journal...
  • Lambert, D.M., Emmelhainz, M.A. y Gardner, J.T. (1996). Developing and implementing supply chain partnerships. The International Journal of...
  • Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61 (3), 92–102.
  • Levy, Michael y Barton A. Weitz (2007). Retailing Management, 7th ed. New York: McGraw-Hill.
  • Lorentz, H.; Wong, C. y Hilmola, O. (2007). Emerging distribution systems in central and Eastern Europe. International Journal of Physical...
  • Mallen, B. (1977). Principles of marketing channel management –interorganizational distribution design and relations. Lexington: Lexington...
  • Moriarty, R.T. y Moran, U. (1990). Managing hybrid marketing systems. Harvard Business Review, 90 (6), 146–55.
  • Mukhopadhyay, S.; Yao, D. y Yue X. (2008). Information sharing of value-adding retailer in a mixed channel Hi-tech supply chain. Journal of...
  • Nagurney, Anna (2009). A system-optimization perspective for supply chain network integration: the horizontal merger case. Transportation...
  • Nonaka, I. y Takeuchi H. (1995). The Knowledge Creating Company. New York: Oxford University Press.
  • Orozco, L.A. y Chavarro, D.A. (2005). De la investigación al mercado: un acercamiento a la medición del impacto en las heliconias colombianas....
  • Rindfleisch, A. y Moorman C. (2001). The Acquisition and utilization of information in new product alliances: a strength-ofties perspective....
  • Rodríguez, J.P. (2011). Estudio para el fortalecimiento del sector floricultor colombiano en el mercado japonés. Recuperado el 19 de diciembre...
  • Rosenbloom, B. (2007). Multi-channel strategy in business-to-business markets: prospects and problems. Industrial Marketing Management, 36...
  • Ryans, J.K. Jr, Griffith, D.A. y White, D.S. (2003). Standardization/ adaptation of international marketing strategy-necessary conditions...
  • Sachan, A.; Datta, S. (2005). Review of supply chain management and logistics research. International Journal of Physical Distribution &...
  • Sainz, José. (2001). La distribución comercial opciones estratégicas. Barcelona: ESIC Editorial.
  • Seifert, R.W., Thonemann, Ulrich y Sieke, Marcel (2005). Integrating direct and indirect sales channels under decentralized decision-making....
  • Sethi, R. (2000). New Product Quality and Product Development Teams. Journal of Marketing, 64 (2), 1–14.
  • Sharma, A. y Mehrotra, A. (2007). Choosing an optimal channel mix in multichannel environments. Industrial Marketing Management, 36 (1), 8–21
  • Supermarket News (2009). SN's Top 75 Retailers for 2009. Recuperado el 31 de octubre de 2009, de http://supermarketnews.com/profiles/top75/2009-top-75/.
  • Tang, F. and Xing, X. (2001). Will the growth of multichannel retailing diminish the pricing efficiency of the Web. Journal of Retailing,...
  • Tenjo, F., Montes, E. y Martínez, J. (2006). Comportamiento reciente (2000–2005) del sector floricultor colombiano. Recuperado el 13 de diciembre...
  • Venkatesan, R.; Kumar, V. y Ravichanker, N. (2007). Multichannel shopping: causes and consequences. Journal of Marketing, 71 (2), 32–114.
  • Wallace, D.W., Giese, J.L. and Johnson, J.L. (2004). Customer retailer loyalty in the context of multiple channel strategies. Journal of Retailing,...
  • Webb, K.L. y Didow, N.M. (1997). Understanding hybrid channel conflicto: a conceptual model and propositions for research. Journal of Business-to-Business...
  • Webb, K.L. (2002). Managing channels of distribution in the age of electronic commerce. Industrial Marketing Management, 31 (2), 95–102.
  • Wilkinson, I. (2001). A history of network and channel thinking in marketing in the 20th Century. Australasian Marketing Journal, 9 (2), 23–52.
  • Yan, R. (2008). Pricing strategy for companies with mixed online and traditional retailing distribution markets. Journal of Product &...
  • Yin, R. K. (2003). Case study research: Design and methods (3nd ed.). Thousand Oakks: Sage.
  • Young, L.C. and Wilkinson, I.R. (1989). The role of trust and co-operation in marketing channels: a preliminary study. European Journal of...
  • Zhao, X., Nie, W., Huo, B., Yeung, J. (2006). The impact of supply chain integration on company performance and supply chain performance in...