The Influence of Crop Protection Companies on Their Dealers’ Market Orientation
- 1 School of Economics, Business Administration and Accounting at Ribeirão Preto, University of São Paulo, Ribeirão Preto, Brazil
- 2 School of Economics, Business Administration and Accounting at Ribeirão Preto, University of São Paulo, Ribeirão Preto, Brazil
- 3 School of Economics, Business Administration and Accounting at Ribeirão Preto, University of São Paulo, Ribeirão Preto, Brazil
- 4 School of Economics, Business Administration and Accounting at Ribeirão Preto, University of São Paulo, Ribeirão Preto, Brazil
Abstract
Over the past 15 years in Brazil, crop protection companies have invested in training and capacity programs in order to develop more efficient and professional dealers, as well as developing influence strategies to improve the relationship with them. The present study aims to describe and verify if influence strategies and training and consulting programs made by crop protection companies in developing their dealers have generated greater market orientation, better performance, revenue and partnership in dealers’ perceptions. The questionnaire was developed based on the initial literature review and applied to owners and managers of crop protection dealers during association meetings in late 2011 and 2012, concentrated in the states of Mato Grosso and Goiás. Responses were obtained from 70 respondents from 42 different dealers located in 26 different municipalities. It was observed that there are some correlations between the components of Markor and between influence strategies, as well as observing correlations between the strategies of influence and the dealers’ market orientation.
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