The Influence Of Trust, Dependence And Commitment Over The Long Term Orientation Among Retailers And Manufacturers On Brazilian Beverage Market

The main objective of this article is to understand how trust, commitment and dependence can influence the long term orientation among retailers and beverage companies on the Brazilian market. To achieve this objective, two research steps were conducted. The first was an exploratory approach by interviews with retailers to obtain a deeper knowledge about the Brazilian beverage market and the relationship among retailers and beverage manufacturers. The second step, a quantitative approach, using structured questionnaires with closed questions applied in 299 retailers has evaluated their relationship with the market leaders. The data were evaluated by multiple regression and the results show that (a) the retailers dependence influence positively the commitment with beverage companies; (b) the confidence influences positively the retailers long term orientation with beverage companies, and; (c) the commitment influences positively the retailers long term orientation with the beverage companies. The hypotheses about the relationship between trust and commitment and between dependence and long term orientation were not supported.