A inovação e o desenvolvimento de vantagem competitiva sob a perspectiva da visão baseada em recursos : um estudo na Lar Cooperativa Agroindustrial
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Arquivos
Tipo
Dissertação
Data de publicação
2017-08-02
Periódico
Citações (Scopus)
Autores
Uez, Maira
Orientador
Marcondes, Reynaldo Cavalheiro
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Perez, Gilberto
Nassif, Vânia Maria Jorge
Nassif, Vânia Maria Jorge
Programa
Administração de Empresas
Resumo
The present study aimed to identify which innovations developed by the Agroindustrial Cooperative Lar have contributed to generate competitive advantage in their businesses, from the perspective of the Resource-Based View - RBV. This theme is relevant due to the scarce studies that deal with innovation and agribusiness. To do so, the constructs of innovation, competitive advantage, value creation, resources and strategic capabilities were reviewed. The research method adopted was the qualitative one of exploratory and descriptive character, with the use of a standardized script containing open questions. The content analysis technique was used for the treatment of the data. Five managers related to the food business were interviewed. As a result, it has been identified that effectively strategic innovations are those that have allowed the development of products with a high level of differentiation, sanity and standardization. The resources that supported the innovations were the technical knowledge of the team and application of cutting-edge technology, and together with the ability to analyze the demands were considered strategic for the generation of value to the products offered. The product portfolio has elapsed from market strategies that are predominantly focused on differentiation, ranging from more generic to more focused, with a slightly lower emphasis on costs, seeking to guarantee the superior quality of the products offered.
Descrição
Palavras-chave
inovação , vantagem competitiva , criação de valor , estratégia de mercado e cooperativa
Assuntos Scopus
Citação
UEZ, Maira. A inovação e o desenvolvimento de vantagem competitiva sob a perspectiva da visão baseada em recursos : um estudo na Lar Cooperativa Agroindustrial. 2017. 114 f. Dissertação (Administração de Empresas) - Universidade Presbiteriana Mackenzie, São Paulo .