Multi-brand strategy as innovation factor in reselling new cars

Authors

  • Silvio Popadiuk UPM - Universidade Presbiteriana Mackenzie
  • Carlos Renato Meinert General Motors

DOI:

https://doi.org/10.5007/%25x

Abstract

The vehicle marketing channel in Brazil remains stable since its introduction. Its main characteristics are dealers representing only one brand, acting in exclusive areas and being responsible for selling new vehicles, technical support, repair and reselling genuine parts. This study examines the case of a dealer that represents three different brands in the same location. This kind of model innovates the market and indicates that the Brazilian dealers can adapt to the same rules alike the ones adopted by the Europeans in 2002, when it was allowed to dealers to represent more than one brand and to choose to be just dealers and / or provide technical support in the location of their choice. This dealership model shows to be viable due to its particularities. It represents three brands by the same company. In order to this example be implemented by other groups in Brazil, it would be necessary to occur a similar situation the one occurred by United Auto, or a change in the legislation in Brazil.

Author Biographies

Silvio Popadiuk, UPM - Universidade Presbiteriana Mackenzie

Possui graduação em em Estatística pelo Instituto de Matemática e Estatística da Universidade São Paulo (1979), mestrado em Administração de Empresas pela Faculdade de Economia Administração e Contabilidade da Universidade São Paulo (1992), doutorado em Administração pela Faculdade de Economia Administração e Contabilidade da Universidade São Paulo (1996) e Pós-Doutorado na Universidade de Toronto, na Faculty of Information Studies, Canadá (2004), concentrando suas pesquisas em ativos estratégicos de conhecimento relacionados com gestão e criação do conhecimento, resource based view, capacidade de absorção do conhecimento, exploitation e exploration do conhecimento, rotinas e inovação. Atualmente é professor adjunto da Universidade Presbiteriana Mackenzie, São Paulo, junto ao Programa de Pós-Graduação em Administração de Empresas. Lidera um grupo de pesquisas do CNPq que estuda temas relacionados à competitividade das empresas.

Mais informações: Currículo Lattes - CNPq.

Carlos Renato Meinert, General Motors

possui graduação pela Pontifícia Universidade Católica de São Paulo (1995) , especialização em Pós-Graduação em Marketing pela Escola Superior de Propaganda e Marketing (1999) e especialização em Pós-Graduação em Marketing pela Escola Superior de Propaganda e Marketing (1999) . Atualmente é Gerente Administrativo da General Motors do Brasil Ltda.. Tem experiência na área de Administração , com ênfase em Administração de Empresas.

Mais informações: Currículo Lattes - CNPq.

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Published

2007-05-12

How to Cite

Popadiuk, S., & Meinert, C. R. (2007). Multi-brand strategy as innovation factor in reselling new cars. Revista De Ciências Da Administração, 9(18), 80–104. https://doi.org/10.5007/%x

Issue

V. 9, n. 18, maio./ago. de 2007

Section

Articles

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