Pressões ambientais e respostas estratégicas : um estudo no setor varejista farmacêutico

AUTOR(ES)
DATA DE PUBLICAÇÃO

2005

RESUMO

The objective of the present investigation is to verify the influence of expansion in the retail market of the Nissei chain pharmacies in the strategic response of independent pharmacies located in Curitiba, PR, Brazil, in the period between 1998 and 2004. This environmental change was considered a institutional pressure that contributed to unleash the mimetic isomorphism, taking the independent pharmacies to reacted strategically, to guarantee your legimitacy and survival in the sector. The method used was a survey, of kind descriptive-interpretative, and qualitative approach. The perspective was of sectional raising with longitudinal assessment. The sample was formed by eleven independent pharmacies located in the downtown of the city and by the pharmacies of Nissei chain. The data was obtained by means of semi-structured interviews made with the managers of Nissei chain pharmacies and structured interviews with owners or managers of independent pharmacies, besides the study of organizational documents and informatives, article published in newspapers, specialized magazines and internet home pages of the chain pharmacies and the public agencies of the pharmaceutical sector. The treatment of data was effectuated by means of the analysis of interviews with members of the focus organizations, documental analysis and the statistic techniques like absolute and relative frequency. This study examined the strategic responses through of identification of the strategic actions used by independent pharmacies, based in the Olivers tipology (1991), classified in acquiescence, compromisse, avoid, defy and manipulate, and yours respectives tactics. The results revealed that the expansion of the Nissei chain pharmacies made with that independent pharmacies adopted the strategic responses like compromisse, avoid and mainly, acquiescence, with prevalence of the imitate tactic.

ASSUNTO(S)

benchmarking (administração) farmácias, drogarias, etc. - administração administracao planejamento estratégico

ACESSO AO ARTIGO

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