Efectos de la liberalización de la concesión de la venta de automóviles sobre la estructura de mercado y la cadena logística de la industriaun estudio desarrollado en el mercado portugués

Resumo

On October 1, 2002 the Regulation (EC) No. 1400/2002 came into effect, a new legislation regulating the distribution and sale of new motorized vehicles, as well as the after-sales service, and the sale of spare parts. This legislative framework remained in force until May 31, 2013, only regarding the regulation of the sales of new vehicles, being replaced by the generic Regulation (EU) No. 330/2010. The main objectives of this new regulation were: to try to solve part of the problems occurring in cross-border sales, the competition in after-sales services, and the need to strengthen the position of dealers when compared to manufacturers. The scope of this study is the construction of two theoretical models, and the placement of several hypotheses based on the theory. The independent variables are the level of satisfaction assigned to alternative legislative scenarios, under the laws currently in force (based on five different legislative scenarios designed by a study carried out by the Andersen consulting company), and the fact that a selling place for new vehicles is either exclusive, or represents, sells, and provides after-sales services for more than one brand (multi-brand point of sales). One of the changes that occurred in 2002, with the change of the legislative framework, was that manufacturers no longer have the possibility to contractually impose on dealers an obligation of exclusivity, i.e., to sell only their brand. Therefore, these two models try to show how the impact of the satisfaction level stated by the respondents regarding the legislative scenario currently in force, and the fact that a sales point is exclusive or the multi-brand type influence the various variables theoretically supporting both models, namely the performance level achieved by the sales points. The theoretical framework to be adopted includes the Five Forces of Porter Model in both models, the Resource Based View, the Dynamic Capabilities View in the first model, and the Agency Theory and the Transaction Costs Theory in the second model. We also aim to test the relationships established between the other different variables that make up the two models in order to validate, or not, the assumptions based on the theory and inherent to the theoretical frameworks supporting both models, i.e., we intend to test the applicability of the theoretical frameworks considered in this research to the new vehicle selling industry in Portugal. The information collection method is the research by questionnaire, and the statistical tools to be used in the treatment of the data are the SPSS version 20, and the SmartPLS 3.2.1.