Os conflitos entre instituições financeiras e varejistas na gestão de parcerias que visam à comercialização de produtos e serviços financeiros.

Abstract

After monetary stabilization seen in Brazil in the mid-1990s, there was a significant increase in partnerships formed between financial institutions and retailers in order to offer financial products and services. On one hand, these partnerships offer significant advantages for both parties, such as new sales channels, increase of customer base, funding for credit operations, new means of payment to leverage sales and increase the financial return. Moreover, such partnerships generate conflicts of credit, strategies, management and costs. This paper aims to identify and analyze the main conflicts between Financial Institutions and Retailers in managing partnerships aimed at the marketing of financial products and services. To accomplish this goal, I conducted 18 semi-structured interviews with executives who work in institutions from this market, 6 of them being retail executives and 12 executives from financial institutions. The results indicated that the most relevant conflicts are associated with credit, governance, technological solution, service, cost allocation and primary goals of these partnerships.