Relationship between marketing strategies and governance mechanisms: A study in exploration chain beef cattle

Abstract

The relationship between actors has been unspoilt by marketing through the bias of Transaction Costs Economics. Some authors suggest that a marketing strategy can directly impact the transactional characteristics and hence the governance mechanisms chosen to coordinate transactions. Studies suggest that future work in the field of marketing include, among other factors, aspects related to the relationship between the actors. In this context, this article aims to analyze how marketing strategies can affect the choice of governance mechanisms. The study object is the chain of beef, view their representation to the national economy. To this end, we conducted a qualitative study using semi-structured interviews with various actors in the chain. It was possible to verify the existence of the relationship between marketing strategy and governance structure. In one of the cases, product differentiation, translated into more specific assets, led the producer to perform a relational contract with the fridge and to distribute your product, make an integration with retailers, through the opening of a boutique of meat. Factor that was not observed in transactions involving producers on products without distinction, for which the transactions via spot market are prevalent.