ANÁLISE DOS RECURSOS E CAPACIDADES ESTRATÉGICOS COMO VANTAGEM COMPETITIVA PARA UM SUPERMERCADO LOCALIZADO NO SUL DE SANTA CATARINA
DOI:
https://doi.org/10.12662/2359-618xregea.v9i3.p175-191.2020Keywords:
Visão Baseada em Recursos, Capacidades Dinâmicas, Vantagem CompetitivaAbstract
O presente estudo tem por objetivo analisar os recursos e as capacidades estratégicas que geram vantagens competitivas para um supermercado localizado no Sul de Santa Catarina. Como aporte teórico, utilizou-se da Visão Baseada em Recursos e Capacidades Dinâmicas. No que se refere ao enquadramento do estudo, caracteriza-se como qualitativo perante o problema e descritivo quanto aos objetivos. Com base nas duas gestoras entrevistadas, constatou-se que os recursos físicos (localização) e os recursos humanos (atendimento) são fontes de vantagem competitiva para a organização. Os demais recursos identificados não obtiveram vantagem competitiva e indicam paridade competitiva. Em vista disso, o supermercado investigado conta apenas com a localização e o atendimento como geradores de vantagem competitiva perante seus concorrentes.
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