APRENDIZAGEM INTERORGANIZACIONAL E MARKETING DE RELACIONAMENTO: UM ESTUDO EXPLORATÓRIO

Autores

  • Fabiano Larentis Universidade de Caxias do Sul
  • Claudio Baltazar Corrêa de Mello Universidade de Caxias do Sul (UCS)
  • Claudia Simone Antonello Universidade Federal do Rio Grande do Sul (UFRGS)

DOI:

https://doi.org/10.19177/reen.v14e22021162-194

Palavras-chave:

Marketing de Relacionamento, Relacionamentos Interorganizacionais, Aprendizagem Organizacional Situada, Processos Formais e Informais de Aprendizagem, Aprendizagem Interorganizacional.

Resumo

Este trabalho tem como objetivo analisar os processos de aprendizagem advindos dos relacionamentos interorganizacionais nas práticas do marketing de relacionamento entre fornecedores e clientes, através de um estudo qualitativo básico junto a empresas, com entrevistas em profundidade. Identificou-se a preponderância de processos informais de aprendizagem interorganizacional, a partir de experiências, trocas e mudanças de visões de mundo, tendo em vista as situações de aprendizagem, bem como o aprender a confiar, a se comprometer e a cooperar. Os processos formais de aprendizagem, por outro lado, contribuíram para o desenvolvimento de processos informais, e vice-versa.

Biografia do Autor

Fabiano Larentis, Universidade de Caxias do Sul

Doutor em Administração (UFRGS)

Docente do Programa de Pós-Graduação em Administração (PPGA UCS)

Claudio Baltazar Corrêa de Mello, Universidade de Caxias do Sul (UCS)

Doutor em Administração (PUCRS/UCS)

Claudia Simone Antonello, Universidade Federal do Rio Grande do Sul (UFRGS)

Doutor em Administração (UFRGS)

Docente do Programa de Pós-Graduação em Administração (PPGA-UFRGS): 

Referências

ALTINAY, L.; BROOKES, M. Factors influencing relationship development in franchise partnerships. Journal of Services Marketing, v. 26, n. 4, p. 278 – 292, 2012.

ANTONELLO, C. S. Saberes no Singular? Em discussão a falsa fronteira entre a aprendizagem formal e informal. In: ANTONELLO, C. S. et al. Aprendizagem organizacional no Brasil. Porto Alegre: Bookman, 2011. p. 225-245

ANTONELLO, C. S.; GODOY, A. S. A encruzilhada da aprendizagem organizacional: uma visão multiparadigmática. Revista de Administração Contemporânea, v. 14, p. 310-332, 2010.

BADIR, Y. F.; O'CONNOR, G. C. The formation of tie strength in a strategic alliance's first new product development project: The influence of project and partners' characteristics. Journal of Product Innovation Management, v. 32, n. 1, p. 154-169, 2015.

BALLANTYNE, D. Dialogue and its role in the development of relationship specific knowledge. Journal of Business & Industrial Marketing, v. 19, n. 2, p. 114-123, 2004.

BARROSO-MÉNDEZ, M. J.; GALERA-CASQUET, C.; VALERO-AMARO, V. Proposal of a social alliance success model from a relationship marketing perspective: a meta-analytical study of the theoretical foundations. BRQ Business Research Quarterly, v. 18, n. 3, p. 188-203, 2015.

BELLE, S. Organizational learning? Look again. The Learning Organization, v. 23, n. 5, p.332-341, 2016.

BISPO, M. S. Aprendizagem organizacional baseada no conceito de prática: contribuições de Silvia Gherardi. RAM. Revista de Administração Mackenzie, v. 14, n. 6, p. 132-161, 2013.

BOUNCKEN, R. B.; PESCH, R.; KRAUS, S. SME innovativeness in buyer–seller alliances: effects of entry timing strategies and inter-organizational learning. Review of Managerial Science, v. 9, n. 2, p. 361-384, 2015.

BROWN, J. S.; DUGUID, P. Knowledge and organization: a social-practice perspective. Organization Science, v. 12, n. 2, p. 198-213, Apr. 2001.

CHANG, K.; GOTCHER, D. F. Conflict-coordination learning in marketing channel relationships: distributor view. Industrial Marketing Management, v. 39, p. 287–297, 2010

CHILD, J. Learning through Strategic Alliances. In: DIERKES, M. et al. Organizational learning and knowledge. Oxford: Oxford University Press, 2001.

COUGHLAN, A. T. et al. Canais de marketing. 7. ed. São Paulo: Pearson, 2012.

ESTIVALETE, V. F. B.; PEDROZO, E. A. From Individual Learning to Interorganizational Learning: Proposition of an Analysis Framework. Desenvolvimento em Questão, v. 16, n. 43, p. 45-76, 2018.

FANG, S-R. et al. Relationship learning and innovation: The role of relationship-specific memory. Industrial Marketing Management, v. 40, p. 743–753, 2011

GEYSKENS, I.; STEENKAMP, J.; KUMAR, N. A meta-analysis of satisfaction in marketing channel relationships. Journal of Marketing Research, v. 36, n. 2, p. 223-238, May 1999.

GHERARDI, S. Organizational knowledge: the texture of workplace learning. London: Blackwell, 2005.

GHERARDI, S. Conhecimento situado e ação situada: o que os estudos baseados em prática prometem? In: GHERARDI, S.; STRATI, A. (org.). Administração e aprendizagem na prática. Rio de Janeiro: Elsevier, 2014. p. 3-17

GIBB, J.; SUNE, A.; ALBERS, S. Network learning: Episodes of interorganizational learning towards a collective performance goal. European Management Journal, v. 35, n. 1, p. 15-25, 2017.

GUMMESSON, E. Marketing de relacionamento total. 3. ed. Porto Alegre: Bookman, 2010.

GUMMESSON, E. From relationship marketing to total relationship marketing and beyond. Journal of Services Marketing, v. 31, n. 1, p. 16-19, 2017.

GUNDLACH, G. T.; CANNON, Joseph P. “Trust but verify”? The performance implications of verification strategies in trusting relationships. Journal of the Academy of Marketing Science, v. 38, n. 4, p. 399-417, 2010

HÅKANSSON, H.; SNEHOTA, I. Developing relationships in business networks. London: Routledge, 1995.

HALLEY, A. A. Applications of boundary theory to organizational and inter-organizational culture. Public Administration and Management, v. 3, n. 2, p. 1-14, 1998.

HARDY, C.; PHILLIPS, N.; LAWRENCE, T. Resources, knowledge and influence: the organizational effects of interorganizational collaboration. Journal of Management Studies, v. 40, n. 2, p. 321-347, 2003, Mar. 2003.

HOLMQVIST, M. A dynamic model of intra-and interorganizational learning. Organization Studies, v. 24, n. 1, p. 95-123, 2003.

HUELSMANN, M.; LOHMANN, J.; WYCISK, C. The Role of Inter-organizational Learning and Self-organizing Systems in Building a Sustainable Network Culture. International Journal of Knowledge, Culture and Change Management, v. 5, n. 2, p. 21-30, 2006.

IMRAN, M. K.; ILYAS, M.; ASLAM, U. Organizational learning through transformational leadership. The Learning Organization, v. 23, n. 4, p. 232-248, 2016.

JANOWICZ-PANJAITANA, M; NOORDERHAVENB, N. G. Formal and informal interorganizational learning within strategic alliances. Research Policy, v. 37, p.1337–1355, 2008.

KANG, B.; JINDAL, R. P. Opportunism in buyer–seller relationships: Some unexplored antecedents. Journal of Business Research, v. 68, n. 3, p. 735-742, 2015.

KNIGHT, L. Network learning: exploring learning by interorganizational networks. Human Relations, v. 55, n. 4.p. 427-454, 2002.

KULL, T. J.; ELLIS, S. C. Coping with dependence: a logistics strategy based on interorganizational learning for managing buyer–supplier relations. Journal of Business Logistics, v. 37, n. 4, p. 346-363, 2016.

LAI, C. et al. The effects of market orientation on relationship learning and relationship performance in industrial marketing: The dyadic perspectives. Industrial Marketing Management, v. 38, n. 2, p. 166–172, 2009.

LANE, C. Organizational learning in supplier networks. In: DIERKES, M. et al. Organizational learning and knowledge. Oxford: Oxford University Press, 2001.

LARENTIS, F. et al. Aprendizagem Organizacional e Relacionamentos Interorganizacionais: Um Estudo de Casos Múltiplos. BASE - Revista de Administração e Contabilidade da Unisinos, v. 11, n. 4, p. 347-366, 2014.

LARENTIS, F.; ANTONELLO, C. S.; SLONGO, L. A. Organizational Culture and Relationship Marketing: An Interorganizational Perspective. Revista Brasileira de Gestão de Negócios, v. 20, n. 1, p. 37-56, 2018.

LARENTIS, F.; ANTONELLO, C. S.; SLONGO, L. Inter-Organizational Culture: Linking Relationship Marketing with Organizational Behavior. Cham (Switzerland): Springer, 2019.

LAVE, J., WENGER, E. Situated learning: legitimate peripheral participation. Cambridge University. Press, 1991.

LIU, C. E. An investigation of relationship learning in cross-border buyer–supplier relationships: The role of trust. International Business Review, v. 21, n. 3, p. 311–327, 2012.

MERRIAN, S. B.; TISDELL, E. Qualitative research: a guide to design and implementation. 4. ed. San Francisco: Jossey-Bass, 2016.

MORGAN, R. M. Relationship Marketing and Marketing Strategy. In: SHETH, J. N.; PARVATIYAR, A. (ed.). Handbook of Relationship Marketing. Thousand Oaks: Sage, 2000.

MORGAN, R. M.; HUNT, S. D. The commitment-trust theory of relationship marketing. Journal of Marketing, v. 58, n.3, p. 20-38, Jul. 1994.

MOZZATO, A. R.; BITENCOURT, C. C. Understanding interorganizational learning based on social spaces and learning episodes. BAR-Brazilian Administration Review, v. 11, n. 3, p. 284-301, 2014.

NEMBHARD, I. M. All teach, all learn, all improve?: The role of interorganizational learning in quality improvement collaboratives. Health Care Management Review, v. 37, n. 2, p. 154, 2012.

NICHOLSON, C. Y.; COMPEAU, L. D.; SETHI, R. The role of interpersonal liking in building trust in long-term channel relationships. Journal of the Academy of Marketing Science, v. 29, n. 1, p. 3-15, 2001.

NICOLINI, D.; GHERARDI, S.; YANOW, D. Introduction: toward a practice-based view of knowing and learning in organizations. In: NICOLINI, D.; GHERARDI, S.; YANOW, D. (ed.). Knowing in organizations: a practice-based approach. New York: M. E. Sharpe, 2003.

NOGUEIRA, R. A.; ODELIUS, C. C. Desafios da pesquisa em aprendizagem organizacional. Cadernos EBAPE. BR, v. 13, n. 1, p. 83-102, 2015.

NONAKA, I.; TOYAMA, R.; HIRATA, T. Mananing flow: teoria e casos de empresas baseadas no conhecimento. Porto Alegre: Bookman, 2011

O'CASS, A.; WEERAWARDENA, J. The effects of perceived industry competitive intensity and marketing-related capabilities: Drivers of superior brand performance. Industrial Marketing Management, v.39, p.571–581, 2010.

OLIVEIRA, G. M.; SILVA, A. B. How can inter-organizational learning and dynamic managerial capability improve cluster performance?. Revista Eletrônica de Estratégia & Negócios, v. 13, n. 1, p. 145-168, 2020.

PALMATIER, R. W. et al. Factors influencing the effectiveness of Relationship Marketing: a meta-analyses. Journal of Marketing, v. 70, p. 136-153, Oct. 2006.

PALMATIER, R. W.; STEINHOFF, L. Relationship marketing in the digital age. New York: Routledge, 2019.

PAYNE, A.; FROW, P. Relationship marketing: looking backwards towards the future. Journal of services marketing, v. 31, n. 1, p. 11-15, 2017.

RAJALA, Anni. Examining the effects of interorganizational learning on performance: a meta-analysis. Journal of Business & Industrial Marketing, v. 33, n. 4, p. 574-584, 2018.

SÁNCHEZ, J. A. L.; SANTOS-VIJANDE, M. L.; GUTIÉRREZ, J. A. T. The effects of manufacturer's organizational learning on distributor satisfaction and loyalty in industrial markets. Industrial Marketing Management, v. 40, p. 624–635, 2011.

SANZO, M. J. et al. Trust as a moderator of the relationship between organization al learning and marketing capabilities: Evidencefrom Spanish SMEs. International Small Business Journal, v. 30, n. 6, p. 700-726, 2012.

SCHAKETT, T. et al. Effects of Social Bonding in Business-to-Business Relationships. Journal of Relationship Marketing, v. 10, n. 4, p. 264-280, 2011.

SCHEER, L. K.; MIAO, C. F.; PALMATIER, R. W. Dependence and interdependence in marketing relationships: Meta-analytic insights. Journal of the Academy of Marketing Science, v. 43, n. 6, p. 694-712, 2015.

SHETH, J. Revitalizing relationship marketing. Journal of Services Marketing, v. 31, n. 1, p.6-10, 13 fev. 2017.

SELNES, F.; SALLIS, J. Promoting Relationship Learning. Journal of Marketing, v. 67, p, 80-95, jul. 2003.

TURLEY, D.; GEIGER, S. Exploring salesperson learning in the client relationship nexus. European Journal of Marketing, v. 40, n. 5/6, p. 662-681, 2006.

WANG, Q. et al. Creativity in buyer–seller relationships: The role of governance. International Journal of Research in Marketing, v. 25, n. 2, p. 109–118, 2008.

WEICK, K. E.; WESTLEY, F. Aprendizagem organizacional: confirmando um oximoro. In: CLEGG, S. R.; HARDY, C.; NORD, W. R. Handbook de estudos organizacionais. São Paulo: Atlas, 2004. v. 3.

WINKLHOFER, H.; PRESSEY.A.; TZOKAS, N. A cultural perspective of relationship orientation: using organisational culture to support a supply relationship orientation. Journal of Marketing Management, v. 22, n. 1, p. 169-194, Feb. 2006.

YANG, C.; LAI, C. Relationship learning from organizational knowledge stores. Journal of Business Research, v. 65, p. 421–428, 2012.

YANG, S. et al. Knowledge exchange and knowledge protection in interorganizational learning: The ambidexterity perspective. Industrial Marketing Management, v. 43, n. 2, p. 346-358, fev. 2014.

Downloads

Publicado

2021-11-08

Edição

Seção

Artigos Científicos