A Influência da Competitividade Agressiva no Desempenho da Empresa Varejista

Oliveira Junior, A. B. (2015). A Influência da Competitividade Agressiva no Desempenho da Empresa Varejista. Future Studies Research Journal: Trends and Strategies [FSRJ], 7(1), 183. https://doi.org/10.24023/FutureJournal/2175-5825/2015.v7i1.199

Resumo

A competitividade agressiva refere-se à propensão da empresa para direta e intensivamente desafiar seus competidores ao entrar em um mercado ou melhorar sua posição superando seus rivais. Uma corrente sobre competitividade agressiva compartilha da visão tradicional de “força-fraqueza-oportunidade-ameaça”, outra é consistente com o modelo de hiper-competitividade, e a terceira segue a linha de competitividade dinâmica. Entretanto, as pesquisas ainda não focaram nas motivações ou orientações estratégias antes do ataque e nem a relação direta entre Competitividade Agressiva (CA) e Desempenho da Empresa (DE) varejista por meio de um estudo qualitativo e quantitativo. Nesse contexto, o objetivo desta pesquisa foi analisar: i) o impacto da CA no DE varejista; e ii) o efeito do fator tamanho da empresa (média/grande versus micro/pequena) nessa relação. Realizou-se uma pesquisa mista em duas fases. Na primeira, utilizou-se uma abordagem qualitativa, por meio de estudo de casos múltiplos com oito empresas. Em seguida, na segunda fase, realizou-se um levantamento com 64 empresas. Os resultados indicam um impacto positivo e significativo da CA no DE, porém esse impacto não é diferente entre empresas médias/grandes e micro/pequenas empresas. Esta pesquisa contribui teórica e empiricamente à literatura sobre CA de empresas varejistas, gerando subsídios para os gestores adotarem uma postura mais agressiva na dinâmica competitiva do mercado varejista. Os casos práticos aqui estudados corroboram a influência da CA para o DE. Especificamente, demostra a importância da CA para a sobrevivência e crescimento da empresa em mercados cada vez mais dinâmicos, turbulentos e competitivos.

https://doi.org/10.24023/FutureJournal/2175-5825/2015.v7i1.199

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