Trade Marketing in convenience stores

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Victor Manoel Cunha de Almeida
Leonardo Siano Penna
Gilberto Figueira da Silva
Flávia D’Albergaria Freitas


This paper aims to describe the motivations for the adoption of trade marketing in convenience stores, as well as its attributions and functional position in the organizational structure. We chose the multiple case study method approach in order to study the motivations and practices of four convenience store chains and five manufacturers. Results indicate that the existence of a formal trade marketing area does not per se ensure collaboration between manufactures and convenience store chains. Trade marketing activities are developed and negotiated with franchisors, but the execution takes place at the franchisee level. It is, in fact, a triadic relationship that encompasses the manufacturer, the franchisor of the convenience stores and its franchisees.


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How to Cite
ALMEIDA, V. M. C. de; PENNA, L. S.; SILVA, G. F. da; FREITAS, F. D. Trade Marketing in convenience stores. RAE - Revista de Administracao de Empresas , [S. l.], v. 52, n. 6, p. 643–656, 2012. Disponível em: Acesso em: 29 sep. 2023.