Análisis del coste de oportunidad del fabricante en la segmentación de la distribución de productos de gran consumo

  1. Fernando Gimeno Arias 1
  2. José Manuel Santos Jaén 1
  1. 1 Universidad de Murcia, España
Journal:
Contribuciones a la Economía

ISSN: 1696-8360

Year of publication: 2018

Issue Title: abril-junio

Volume: 16

Issue: 2

Type: Article

DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Contribuciones a la Economía

Abstract

The target of this paper is to analyse and decide the consequences for a manufacturer or supplier about the segmentation of global products’ marketing channel, as well as the implications of the singular phenomenon as gray market and its opportunity cost. So, we will describe the segmentation process of the global products markets and criteria used for it. The final result of the segmentation, and the presence of the traders who take a economic earnings from the segmentation, is an unforeseen cost for the manufacturer, and for this reason they have to be studied using analytical accounting in the firms.

Bibliographic References

  • Antia, K. D.; Bergen, M. E. y Dutta, S. (2004), “Competing with gray markets”, MIT Sloan Management Review, Vol. 46 (Nº 1), pgs. 62-71.
  • Antia, K. D.; Bergen, M. E.; Dutta, S. y Fisher, R. J. (2006), “How does enforcement deter gray market incidence?”, Journal of Marketing, Vol. 70, pgs. 92-106.
  • Antia, K. D. y Frazier, G. L. (2001), “The severity of contract enforcement in interfirm channel relationships”, Journal of Marketing, Vol. 65, pgs. 67-81.
  • Assmus, G. y Wiese, C. (1995), “How to address the gray market threat using price coordination”, Sloan Management Review, Vol. 36 (Nº 3), pgs. 31-41.
  • Ballestero, I. (2008), “Los sistemas ERP y la importancia de la contabilidad analítica”, Partida Doble, Nº 204, pgs. 24-27.
  • Bergen, M. E.; Heide, J. B. y Dutta, S. (1998), “Managing gray markets through tolerance of violations: A transaction cost perspective”, Managerial and Decision Economics, Vol. 19 (Nº 3), pgs. 157-165.
  • Berman, B. (2004), “Strategies to combat the sale of gray market goods”, Business Horizons, Vol. 47 (Nº 4, July-August), pgs. 51-60.
  • Camacho Cabiscol, J.M. y Gil Feixa, S. (2002), “Integración vertical, costes, beneficios y toma de decisiones. Revista de dirección, organización y administración de empresas”. Universidad Politécnica de Madrid, Nº 27, pgs. 5-13.
  • Cespedes, F. V.; Corey, E. R. y Rangan, V. K. (1988), “Gray markets: Causes and cures”, Harvard Business Review, July-August, pgs. 75-82.
  • Corey, E. R.; Cespedes, F. V. y Rangan V. K. (1989), “Going to market”, Cambridge, Mass.: Harvard Business School Press.
  • Coughlan, A. T.; Anderson, E.; Stern, L. W. y El-Ansary, A. I. (2006), “Marketing channels”, Prentice Hall, Seventh edition.
  • Cross, J.; Stephans, J. y Benjamin, R. E. (1990), “Gray markets: A legal review and public policy perspective”, Journal of Public Policy and Marketing, Vol. 9, pgs. 183-194.
  • Dutta, S.; Heide, J. B. y Bergen, M. E. (1999), “Vertical territory restrictions and public policy: Theories and industry evidence”, Journal of Marketing, Vol. 63, pgs. 121-134.
  • Kanavos, P.; Costa-i-Fond, J.; Merkur, S. y Gemmill, M. (2004), “The economic impact of pharmaceutical parallel trade in European Union member states: A stakeholder analysis”, Special Research Paper, LSE Health and Social Care. London School of Economics and Political Science.
  • Lowe, L. S. y McCrohan, K. (1988), “Gray markets in the United States”, The Journal of Business and Industrial Marketing, Vol 3 (Nº 1), pgs. 45-52.
  • Myers, M. B. y Griffith, D. A. (1999), “Strategies for combating gray market activity”, Business Horizons, November-December, pgs. 2-8.
  • White, D. (1998), “Grey market traders vow to continue fight”, Supply Management, Vol. 3 (Nº 16), pgs. 11.
Data source: Dialnet