NETWORKS OF SMALL FIRMS: A TIPOLOGY TRIAL IN A SUPERMARKETS NETWORK

ABSTRACT The present study intended to analyze the characteristics in a retail supermarket network, the “Rede Econômica de Supermercados”, according to the typology of networks made by Hoffmann et al. (2004). Besides, it was sought to identify which are the main benefits and difficulties for operating a network. Through interviews made with the network manager, the supply manager and also through the analysis of the companies’ documents and reports, it was possible to classify the network as “horizontal”, “clustered”, “formal” and “non-orbital”. The main benefits perceived for the supermarkets in relation to their participation in the network were: joint marketing and purchasing. The main difficulty found was balancing business goals with individual goals.

摘要 本研究旨在依据霍夫曼（Hoffmann）等人（2004）提出的网络类型学，对零售超市网络「经济超市联盟（Rede Econômica de Supermercados）」的特征展开分析。此外，本研究亦旨在明确运营该网络的主要收益与挑战。本研究通过对网络经理、供应链经理开展访谈，并结合企业文件与报告的分析，将该网络归类为「横向型」「集群型」「正规型」以及「非轨道型」。参与该网络的超市所感知到的主要收益为联合营销与联合采购。研究发现的主要挑战在于平衡网络整体经营目标与成员个体经营目标。