Estudio del oportunismo en el canal de distribución desde la teoría de grupos de referenciaun análisis empírico

  1. Fernando Gimeno Arias 1
  1. 1 Universidad de Murcia, España
Revista:
Contaduría y administración

ISSN: 0186-1042,  2448-8410

Año de publicación: 2023

Volumen: 68

Número: 3

Páginas: 249-272

Tipo: Artículo

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Otras publicaciones en: Contaduría y administración

Resumen

El presente trabajo de investigación tiene por objeto analizar el oportunismo en el canal de distribución mediante una de sus formas más peculiares: la participación en un mercado paralelo de un distribuidor del canal oficial. Para ello se recurre a la teoría sociológica de grupos de referencia con el objeto de explicar el oportunismo en el canal de distribución mediante la imitación de los miembros del grupo de referencia. Las hipótesis expuestas se contrastan con una muestra de distribuidores mayoristas españoles de productos de gran consumo, encontrando evidencias de que el efecto imitación del oportunismo puede graduarse en función de la posición jerárquica que ocupa el oportunista original dentro del grupo de referencia.

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