Ética nas transações comerciais B2B: a influência da estratégia de negociação comercial na relação comprador-vendedor no mercado de fotocopiadora

• Ano de defesa: 2010
• Autor(a) principal: Camargo, Maurício Roberto Ortiz de
• Orientador(a): Cardoso, Onésimo de Oliveira
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: BR
• Palavras-chave em Português: Transação comercial; Mercado organizacional; Relacionamento comercial; Negociação comercial; Ética nos negócios
• Palavras-chave em Inglês: Commercial transactions; Organizational market; Commercial relationship; Commercial negotiation; Business ethics
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/1401

This dissertation discusses the ethics involved in intercompany commercial transactions, and its main objective is to research how negotiation strategies can influence the relationship between the salesperson and the purchasing agent. The sampling range of this study is limited to analyzing the perspective of the purchasing agent who negotiates on behalf of photocopy resellers, and restricted to those companies which are authorized to resell equipments by at least one manufacturer. The companies are all located in the State of S o Paulo, Brazil. My main rationale for choosing this project was based on personal preference. Having had experience in several functions related to B2B sales created in me curiosity regarding the relationship between salesperson and purchasing agent. These questions involve primarily the subjective aspects of the transactions between them, ethical values of the purchasing organization agents, and the collaborative attitude of these purchasing agents with one supplier, in detriment of other suppliers. After some exploratory research, the article written by Lewicki, Robinson e Donahue (2000) played a crucial role in the definition and development of the methodology used on this research. The article reports that negotiators perceive ethically controversial tactics in different ways, and it presents a scale to evaluate these differences. This scale is composed of 16 tactics and was used in two instances of data collection. The scale was first used to analyze the purchasing agents ethical perception, and then their willingness to cooperate when they realize that their counterpart was using some of these tactics on them. The results of the research showed that statistically there is a direct correlation between the ethical perception of the negotiation tactics, and the willingness of the purchasing agent to cooperate with the salesperson