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

• Fernando Gimeno-Arias ^[1] ; Miguel Hernández-Espallardo ^[1]
  1. [1] Universidad de Murcia

     Universidad de Murcia

     Murcia, España

     
• Localización: Dirección y organización: Revista de dirección, organización y administración de empresas, ISSN 1132-175X, Nº 72, 2020, págs. 52-66
• Idioma: español
• DOI: 10.37610/dyo.v0i72.586
• Enlaces
  • Texto completo
• Resumen

  • 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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