Efeitos da coopetição na performance de vendas em empresa varejista

Abstract

The overall objective of this thesis is to propose and test a theoretical model of coopetition to explain the performance of a retail enterprise sales force, from two studies: the first, qualitative, used the grounded theory approach and theoretical sampling from 14 in-depth interviews and four focus groups with salespersons, branch managers, HR Supervisor, HR Manager and HR Director. At this stage, we presented a theoretical model of competition that explains the cooperative and competitive behaviors found in the search ambience and showed how these behaviors affects the sales performance of the studied company. More specifically, the exploratory phase was analyzed the relationship between cooperation and competition and the relationship of coopetition with the performance of the sales force of a retailer and identified the existence of contingency variables in individual coopetition. The second study, descriptive character, used the quantitative methodology, specifically a survey research with a sample of 1240 sales of 252 branch offices; we tested empirically the relationship of the theoretical model proposed in the previous step from the equation modeling structural. In addition, we evaluated the effects of asymmetries between the cooperative and competitive orientation variables on cooperation and competition (respectively). After that, it was measured the moderations of variables interpersonal ties, knowledge sharing standards, competitive psychological climate and management practices in relations between the constructs cooperation, competition in performance. The results showed that cooperation is related to negative individual results of sales performance. Still it showed that the competition is a behavior that is also related to the sales performance. However, unlike the cooperation, competition favors the positive results in performance. Reciprocal relationships between the constructs cooperation and competition (impact of cooperation in the competition and the impact of competition in cooperation) showed that these dimensions negatively impact between them. That is, they are inversely related.