BUILDING THE RELATIONSHIP BETWEEN THE VINICOLA MIOLO AND ITS GRAPE SUPPLIERS: A COMPARATIVE STUDY

Abstract

Based on the presupposition that the Relationship Marketing is a set of strategic activities intended to establishing, developing and maintaining successful relational changes, Morgan and Hunt (1994) consider that the building of relationships can be developed in a broad exchange system and with a variety of partners. In this sense, this paper has attempted to identify the process of relationship between the Vinicola Miolo, one of the largest wineries in Brazil and which is involved in a differentiated offer proposal, and its grape suppliers. Research findings indicate that the company seeks to strengthen its relationship with grape suppliers through three strategic bases and some symbolical elements. The Wilson and Vlosky (1997) scale was used to analyzing the relationship with the grape suppliers. Findings also identified that investment strategies, relationship based on differentiated prices, cultural and symbolical aspects are the main elements that shape the building of the relationship between the Miolo and the grape suppliers interviewed.