Qualidade e inteligÃncia competitiva no setor de saÃde suplementar: proposiÃÃo de um modelo para a anÃlise da estratÃgia competitiva

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The Brazilian sector of Health Assistance Insurance Companies has seen big transformations in the last years, deep regulatory changes with new rules and new forms of market organizations, besides an increase in the competition, classifying the sector as hypercompetitive. This fact has been verified mainly amongst the companies that deal with Health Assistance Insurance Plans focused on segments C and D of the population, once these segments are numerous and the competitors have to constantly innovate in order to win clients, be it by means of price and quality strategies, new products or services, geographic barriers, etc. It is understood that the practice of intelligence in such companies may add a great deal to their competitiveness, once a better understanding of the Competitive Intelligence practices requires preliminary professional knowledge proper to the competitiveness field. In this context, this paper proposes a Model of Competitive Intelligence System focused on the area of Supplementary Health, more specifically on the Health Assistance Insurance Companies, which would make the constant improvement of the management system adopted by such companies viable, so that they may obtain successive competitive advantages and, consequently, differentiation. The Model proposed in this research paper is based on the intelligence cycle (data, information, intelligence, competitive advantage) and consists of five phases: planning, collecting, analyzing, dissemination and assessment, besides also considering DâAveniâs four competition arenas: Costs and Quality, Timing and Know-how, Strong-points and Financial Reserves, for a competitive analysis in companies which act in hypercompetitive environments. The initial phase of the model, the planning, was applied in a Health Insurance Company in the city of Recife by means of two interviews, as a first assessment of the model. It could be observed that the integration of the competitive intelligence activity with the strategic management of this kind of company is to be recommended, as it adapts an administrative positioning system to a real-time system. No papers, in which competitive intelligence systems are applied to health, or focused on the strategic administration of the sector, were found in the researched literature, and this fact motivated the work towards this research paper

ASSUNTO(S)

differentiation operadoras de planos de sÃude estratÃgia competitiva quality management competitive advantage competitive intelligence competitive strategy health insurance companies vantagem competitiva inteligÃncia competitiva engenharia de producao diferenciaÃÃo gestÃo da qualidade

ACESSO AO ARTIGO

Documentos Relacionados