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Posicionamentos Estratégicos Genéricos No Varejo De Hortifrutigranjeiros: Um Estudo Comparativo Entre Supermercados De Diferentes Portes

Listed author(s):
  • Knop, Marcelo Ferreira Trezza
  • Antonialli, Luiz Marcelo
Registered author(s):

    Este trabalho objetivou realizar uma análise comparativa das estratégias genéricas adotadas por supermercados de diferentes portes (pequenos e médios), especificamente tratando do setor de hortifrutigranjeiros dos mesmos. Visando alcançar este objetivo, este estudo adotou pesquisa de cunho qualitativo, onde foram utilizados os métodos de estudo de caso e análise de conteúdo, para coleta e análise dos dados, respectivamente. Os resultados obtidos destacam diferenças, mas também algumas similaridades nas estratégias adotadas pelos pequenos e médios supermercados estudados, e que nesse setor de três das quatro empresas estudadas busca um relacionamento mais próximo, tanto com fornecedores quanto com clientes, visando à condução do seu negócio de forma efetiva. -----------------------------------------This paper planned to carry out a comparative analysis of the generic strategies adopted by different supermarkets (small and medium), specifically in considering the sector of fruits and vegetable farmers of the same. In order to achieve this objective, this study adopted qualitative research, where used methods of case study and analisis of contents, for collection and analysis of the facts, respectively. The results obtained detach differences, as well some similarities in the strategies adopted by the small and medium supermarkets studied, and that the sector of three among four companies studied search a relationship closer between the suppliers and the clients, conduce his business in an effective form.

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    Paper provided by Sociedade Brasileira de Economia, Administracao e Sociologia Rural (SOBER) in its series 46th Congress, July 20-23, 2008, Rio Branco, Acre, Brasil with number 108596.

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    Date of creation: Jul 2008
    Handle: RePEc:ags:sbrfsr:108596
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