Multi-brand strategy as innovation factor in reselling new cars
DOI:
https://doi.org/10.5007/%25xAbstract
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.Downloads
Published
2007-05-12
How to Cite
Popadiuk, S., & Meinert, C. R. (2007). Multi-brand strategy as innovation factor in reselling new cars. Journal of Administration Science, 9(18), 80–104. https://doi.org/10.5007/%x
Issue
Section
Articles
License
The author transfers all copyright of the article to Revista Ciências da Administração, with any reproduction, total or partial, in any means of publication, printed or electronic, being prohibited, without the prior and necessary authorization being requested and, if obtained, will include the competent registration and thanks to the Magazine.
This work is licensed under a Creative Commons Atribuição-NãoComercial-SemDerivações 4.0 Internacional.