Asignación de surtido, mercado paralelo y enforcement en la cadena de suministro de artículos de gran consumoUn análisis empírico

  1. Fernando Gimeno-Arias 1
  2. Miguel Hernández-Espallardo 1
  1. 1 Universidad de Murcia
    info

    Universidad de Murcia

    Murcia, España

    ROR https://ror.org/03p3aeb86

Revue:
Dirección y organización: Revista de dirección, organización y administración de empresas

ISSN: 1132-175X

Année de publication: 2020

Número: 72

Pages: 52-66

Type: Article

DOI: 10.37610/DYO.V0I72.586 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Dirección y organización: Revista de dirección, organización y administración de empresas

Résumé

El propósito del artículo es el análisis de la estrategia dentro de la cadena de suministro de artículos de gran consumo. El diseño del canal de distribución es una situación crítica donde se confronta la estrategia con el comportamiento de los agentes. Se observa que la alternativa del distribuidor en caso de disconformidad con el surtido asignado es el recurso al mercado paralelo. El análisis conduce al estudio del efecto de la disciplina del fabricante sobre el canal para hacer cumplir la estrategia de distribución oficial. Las conclusiones son expuestas a partir de resultados obtenidos en un análisis empírico.

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