O papel da estratégia de operações na competitividade empresarial: uma vantagem competitiva para a liderança de mercado? A situação da empresa brasileira - um estudo exploratório. / The role of operational strategy in business competitiveness. A competitive edge for market leadership? The Brazilian Enterprise - an exploratory study.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

The modern world demands from companies a competitive force that must mold itself to different market segments and types of organizations. There are various examples of companies that position their operations in the center of competitive strategy, qualifying them as a force capable of allowing them to modify in their favor the market structure in which they compete. Thus, given that entrepreneurial competitiveness is directly associated with the organizational capacity to understand and satisfy customers’ expectations and that this can be achieved by the operational sector, by means of productivity and of quality and by means of internal and external efficiency, the aim of the present work is to study the operational strategies and the way in which they can contribute to conduct companies to market leadership or function as a barrier against the threat of new entrants. Through an exploratory study of the situation of Brazilian companies, using the cases of Brasilata S.A. Embalagens Metálicas and Gol Linhas Aéreas Inteligentes S.A., this thesis shows that it is possible to position the operations in such a way as to obtain the desired competitive advantage.

ASSUNTO(S)

brazilian entreprises vantagem competitiva operational management competitive edge empresas brasileiras gestão de operações operational strategies batalhas competitivas estratégias operacionais competitive fights

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