Marco Almeida

Este estudo objetivou identificar as fontes de vantagem competitiva de empresas alimentícias,
localizadas na região metropolitana de São Paulo, SP. Os dados coletados por meio de
entrevistas espontâneas e estimuladas junto a sete empresas, e tratadas pela análise de
conteúdo e estatística descritiva evidenciaram: a) na espontânea, a presença dos componentes
tradicionais das estratégias de marketing “4 Ps” como fontes de vantagens competitivas
e b) na estimulada, a presença de… Show more

Este estudo objetivou identificar as fontes de vantagem competitiva de empresas alimentícias,
localizadas na região metropolitana de São Paulo, SP. Os dados coletados por meio de
entrevistas espontâneas e estimuladas junto a sete empresas, e tratadas pela análise de
conteúdo e estatística descritiva evidenciaram: a) na espontânea, a presença dos componentes
tradicionais das estratégias de marketing “4 Ps” como fontes de vantagens competitivas
e b) na estimulada, a presença de fontes competitivas baseadas na RBV, voltados à
melhoria da qualidade de serviço. A conclusão básica é de que as fontes associadas aos “4
Ps” são muito presentes e constituem importante referência para os gestores de nível médio
e operacional participantes do estudo. No entanto, e aparentemente de maneira menos
consciente, os conceitos estratégicos ligados ao RBV também estão presentes nas suas
considerações. Por se tratar de um estudo exploratório, foram formuladas algumas hipóteses
sobre esse fenômeno. Show less

The objective of this paper is to verify the collaborative management performance in food
companies on metropolitan area of São Paulo. The research was conducted in two steps. The
first step was based on exploratory research using data gathered in depth interviews from a
sample of seven high executives of different large food companies. These interviews, when
examined with techniques of the content analysis, showed that the most important variables
are the ones related to… Show more

The objective of this paper is to verify the collaborative management performance in food
companies on metropolitan area of São Paulo. The research was conducted in two steps. The
first step was based on exploratory research using data gathered in depth interviews from a
sample of seven high executives of different large food companies. These interviews, when
examined with techniques of the content analysis, showed that the most important variables
are the ones related to competition such as price, production cost and distribution. Indicators
for collaborative performance management were created on the basis of these variables. The
second step was based on descriptive research in order to investigate the performance of these
indicators identified in the first step. For that purpose, data were gathered through a structured
questionnaire, using a sample of 31 supply chain managers of food companies. The main
results evidenced that: (1) companies with “relationship under a contract” have the best
results; (2) the use of “internet service provider technology” to share information; (3) “forecast
accuracy improvement” have little adherence in the collaborative planning and their
implementation is slower than other stages. Based on these results, it is possible to conclude
that the practice of collaborative management in the investigated sample is fragile, although,
the managers had been given importance for its practice, indicating a great venue of research. Show less

The present work dealt with the influence of the collaborative planning on the performance of the companies of the food sector. For in such a way, a research was developed, involving two stages. The first stage was constituted of a research of exploratory nature, in a composed sample of seven companies, being that the data had been collected by means of interview in depth and treated by the content analysis. The results had evidenced the presence of the traditional components of the "4 Ps"… Show more

The present work dealt with the influence of the collaborative planning on the performance of the companies of the food sector. For in such a way, a research was developed, involving two stages. The first stage was constituted of a research of exploratory nature, in a composed sample of seven companies, being that the data had been collected by means of interview in depth and treated by the content analysis. The results had evidenced the presence of the traditional components of the "4 Ps" marketing strategies and of the variable related to Resource Based View (RBV) as sources of competitive advantages. Show less