The Effect of Trade Marketing Investments on Channel Performance

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dc.contributor.authorDANNY PIMENTEL CLARO
dc.contributor.authorSerer, Rafael Rizzo
dc.coverage.cidadePorto Alegrept_BR
dc.coverage.paisBrasilpt_BR
dc.creatorSerer, Rafael Rizzo
dc.date.accessioned2022-12-23T00:46:52Z
dc.date.available2022-12-23T00:46:52Z
dc.date.issued2018
dc.description.notesEvidênciapt_BR
dc.description.otherThe purpose of this paper is to identify trade marketing investments as an effective instrument to increase retail sales performance. Departing from previous literature on trade marketing, the authors investigate the effectiveness of each investment type and its specificities accounting for distinct channel structures. The authors use 15-month retail sales and trade marketing data from eight personal care brands, four regions in four channel structure types covering the entire national territory. This unique panel data was analyzed using GLS regression to assess retail sales performance effectiveness as a function of 5 established types of trade marketing investment. Results revealed that although temporary price reductions are frequently used as a trade marketing investment in direct generalist channel (large supermarket chains), our study unveiled a non-significant effect of such price reductions on retail sales performance. In-store salespeople incentive, showed to be effective only in the direct specialist channel (large drugstore chains).pt_BR
dc.format.mediumDigitalpt_BR
dc.identifier.issn2177-2401pt_BR
dc.identifier.issn2177-238Xpt_BR
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/5145
dc.language.isoInglêspt_BR
dc.publisherANPADpt_BR
dc.relation.ispartofEMA - Encontro de Marketingpt_BR
dc.rights.licenseO INSPER E ESTE REPOSITÓRIO NÃO DETÊM OS DIREITOS DE USO E REPRODUÇÃO DOS CONTEÚDOS AQUI REGISTRADOS. É RESPONSABILIDADE DOS USUÁRIOS INDIVIDUAIS VERIFICAR OS USOS PERMITIDOS NA FONTE ORIGINAL, RESPEITANDO-SE OS DIREITOS DE AUTOR OU EDITORpt_BR
dc.titleThe Effect of Trade Marketing Investments on Channel Performancept_BR
dc.typeconference paper
dspace.entity.typePublication
local.description.eventEncontro de Marketing da Anpad - EMA, 2018pt_BR
local.subject.cnpqCiências Sociais Aplicadaspt_BR
local.typeTrabalho de Eventopt_BR
relation.isAuthorOfPublication4d0421e0-4cc8-4fb3-846a-581a48c752f5
relation.isAuthorOfPublication.latestForDiscovery4d0421e0-4cc8-4fb3-846a-581a48c752f5
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