Determinants of the choice of marketing channels by corporate clients: an analysis of the information technology sector

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dc.contributor.authorSoares, Guilherme
dc.contributor.authorADRIANA BRUSCATO BORTOLUZZO
dc.contributor.authorBarros, Henrique Machado
dc.coverage.cidadeSão Paulopt_BR
dc.coverage.paisBrasilpt_BR
dc.creatorSoares, Guilherme
dc.creatorBarros, Henrique Machado
dc.date.accessioned2022-10-08T13:35:25Z
dc.date.available2022-10-08T13:35:25Z
dc.date.issued2012
dc.description.otherBased on a survey of 505 corporate clients from the information technology industry, this study uses a logit statistical model to analyze whether such factors as loyalty, trust, client importance, intimacy between customer and supplier and the cost of changing suppliers may affect the choice of the marketing channel used by the client. The results show that the greater intimacy between a supplier and a corporate client is a determining factor for the client's preference for being served by the manufacturer rather than an intermediary. In contrast, clients' perception of their own importance to the supplier is not very relevant to their preference for being served directly by the manufacturer, and the other factors were not identified as (statistically important) determinants of the choice of the marketing channel. These results suggest that the real advantage of the direct sales channel over the indirect sales channel lies in its ability to strengthen the client-manufacturer relationship, thereby contributing to the development of solutions that better serve the needs of corporate clients.pt_BR
dc.format.extent515 - 540pt_BR
dc.format.mediumDigitalpt_BR
dc.identifier.doihttps://doi.org/10.4301/S1807-17752012000300005pt_BR
dc.identifier.issn1807-1775pt_BR
dc.identifier.issue3pt_BR
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/4200
dc.identifier.volume9pt_BR
dc.language.isoInglêspt_BR
dc.publisherUSPpt_BR
dc.relation.ispartofJISTEM - Journal of Information Systems and Technology Managementpt_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 EDITOR;pt_BR
dc.subject.keywordsMarketing channelspt_BR
dc.subject.keywordsBuyer-supplier relationshippt_BR
dc.subject.keywordsbusiness-to-business (B2B)pt_BR
dc.subject.keywordsInformation technologypt_BR
dc.subject.otherMarketingpt_BR
dc.subject.otherClientept_BR
dc.titleDeterminants of the choice of marketing channels by corporate clients: an analysis of the information technology sectorpt_BR
dc.typejournal article
dspace.entity.typePublication
local.identifier.sourceUrihttps://www.scielo.br/j/jistm/a/PB437gSPrTHmsCtzgt5mZ7w/?lang=en#
local.subject.cnpqCiências Sociais Aplicadaspt_BR
local.typeArtigo Científicopt_BR
relation.isAuthorOfPublicationccfd47d5-bd80-4464-98ce-629abb672e3d
relation.isAuthorOfPublication.latestForDiscoveryccfd47d5-bd80-4464-98ce-629abb672e3d
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