The Capital Goods Market and the combination of generic strategies / O mercado de bens de capital e a combinação das estratégias genéricas

AUTOR(ES)
DATA DE PUBLICAÇÃO

2010

RESUMO

This study deals about the topic of the generic strategies disseminated by Porter, which has been topic of researches as much in the academic world as used in the business world due to its extension and easiness of comprehension. The generic strategies are cost leadership, leadership in product differentiation and focus. Porter inferred that a company must choose one of the strategies in order to have success. The research regarding this subject have conflicting results on the inference of Porter, and some argue that companies are only successful when they adopt pure strategies and others find evidence that firms that adopt hybrid strategies can also achieve a better performance. The academic show that this inference can be excessively simplistic and suggests contingences that can oblige companies, in certain markets, to use the hybrid strategy. Through a case study, in the capital goods industry, specifically in the branch of the Brazilian industrial automation, an exploratory research was developed in order to identify and propose new contingences that benefit the use of the hybrid strategy. The branch referred in this study has characteristics of oligopolistic market and the three main companies have, together, 70% of market share. In this branch was found that the leader companies use the hybrid strategy in order to attend as much the machine manufacturer clients, which emphasizes the price, as the end user clients, which emphasizes more the product differentiation. The research also suggests possible actions that the leader companies had developed or develop in order to have a privileged strategic positioning in its market

ASSUNTO(S)

hybrid strategy competitive strategy estratégia competitiva capital goods estratégias genéricas estratégia híbrida generic strategies bens de capital administracao

ACESSO AO ARTIGO

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