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Entradas e Bandeiras: a estratégia de interiorização das cadeias de fast food no Brasil

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  • Alexandre Guerra
  • Rodrigo Moita

Abstract

O presente trabalho analisa a estratégia de entrada de firmas da indústria de fast food brasileira em novos mercados. Investigamos quais os atributos de uma cidade que atrai firmas desta indústria, e como firmas de diferentes cadeias interagem nas suas decisões de entrada. Os resultados indicam que as firmas adotam uma estratégia do tipo me-too: uma vez que uma firma entra em um mercado inexplorado, as demais tendem a também entrar neste mercado. Nossa hipótese é que há uma incerteza quanto ao potencial de um mercado, e a entrada de uma firma sinaliza para as demais que este potencial é elevado. O equilíbrio desse jogo de entrada implica que no processo de interiorização das cadeias de fast food devemos observar mercados com bom potencial com muitas lojas de redes de fast food operando, e outros mercados, também com bom potencial, mas com nenhuma loja operando. Os ganhos da descoberta e da entrada em um novo mercado com alto potencial se dissipa rapidamente com a entrada das firmas seguidoras, concedendo uma vantagem temporária para a firma pioneira.

Suggested Citation

  • Alexandre Guerra & Rodrigo Moita, 2011. "Entradas e Bandeiras: a estratégia de interiorização das cadeias de fast food no Brasil," Business and Economics Working Papers 143, Unidade de Negocios e Economia, Insper.
    • Handle: RePEc:aap:wpaper:143
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