Revista de Economia e Sociologia Rural
http://www.resr.periodikos.com.br/article/doi/10.1590/1806-9479.2021.238881
Revista de Economia e Sociologia Rural
Artigo Original

Caracterização dos canais de comercialização do vinho no Alentejo: uma abordagem com base na teoria dos custos de transação

Characterization of Wine Marketing Channels in Alentejo: An approach based on the theory of transaction costs

Ana Rebocho; Rui Fragoso

http://dx.doi.org/10.1590/1806-9479.2021.238881 resr, vol.59, n1, e238881, 2021
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Resumo

O setor do vinho em Portugal tem-se afirmado com produtos genuinamente únicos que têm ganho reputação nos mercados. O potencial de diferenciação e a reduzida dimensão do mercado nacional para absorver a produção têm levado a uma estratégia de consolidação no mercado externo, sendo importante uma gestão eficiente dos canais de comercialização. Assim, este estudo visa caracterizar a estrutura dos canais de comercialização das empresas do setor do vinho no Alentejo e avaliar o seu nível de integração, ou seja, pretende-se determinar como as restrições verticais influenciam a eficiência das transações nesses canais de comercialização. A metodologia utilizada seguiu uma abordagem mista, baseada na realização de entrevistas (reuniões) com especialistas do setor e na elaboração de um questionário a ser aplicado em uma amostra de empresários do setor do vinho no Alentejo. Os resultados obtidos indicam que as empresas utilizam vários tipos de canais de comercialização para a exportação. Ao contrário do que é referido na literatura, as empresas objeto de estudo, geralmente, não coordenam as suas transações por meio de contratos. Os resultados permitiram, ainda, concluir que a incerteza afeta os custos de transação, bem como os ativos específicos, nomeadamente associados aos recursos humanos. Verificou-se também que quanto maior a frequência das transações, maior o nível de integração dos canais de comercialização.

Palavras-chave

canais de comercialização, teoria dos custos de transação, setor do vinho

Abstract

In Portugal, the wine industry has been successful in the last years with genuine products, which have gained a reputation in domestic and foreign markets. The potential of differentiation and the reduced size of the domestic market have lead consolidate positions in foreign markets, where efficient management of the marketing channels is important. Thus, this study has as objective the characterization of the marketing channels structures in the wine industry of Alentejo, and the assessment of their level of integration. In other words, it was aimed to know how the vertical constraints influence the transaction efficiency in those marketing channels. The methodology used was a mixed approach based on quantitative and qualitative analyzes. The former was based on interviews with wine industry’s experts, and the latter was carried out through a questionnaire applied to a sample of wine entrepreneurs from Alentejo. The results showed that the wine companies use several marketing channels for exports. By contrast to the literature, the analyzed companies do not coordinate their transactions through contracts. The results also allowed to conclude that uncertainty affects the transaction costs, as well as, asset specificity and namely those associated with human resources. Another conclusion is that the greater the frequency of transactions, the greater the level of integration of the marketing channels of the wine industry.

Keywords

marketing channels, theory of transaction costs, wine industry

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Submetido em:
18/10/2019

Aceito em:
19/05/2020

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