Barreiras e oportunidades para escolha do modelo de canal da agroindústria brasileira de fertilizantes
DOI:
https://doi.org/10.22167/2675-441X-20220606Keywords:
agronegócio, cadeia de suprimentos, estratégia, modelo de canais, volume-variedadeAbstract
Given the dimension of Brazilian agribusiness and the direct relationship of agribusiness with the rural producer, this study seeks in the available literature to organize the different models of channels and their marketing and sales strategy, offering agents in the supply chain a view of the business and its complex distribution structure.
After a brief contextualization of the Brazilian agribusiness supply chain, the study, according to the general objective, and with support in the four main constructs, agribusiness, strategy, channel model and volume-variety matrix seeks to support and build a model for the analysis and direction of the chain's agents regarding the takeover of marketing, sales and distribution decisions for the Brazilian fertilizer agroindustry.
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