Alianças estratégicas, vantagens competitivas e estratégias genéricas do segmento apícola cearense - estudo de caso nas empresas cearenses exportadoras de mel natural

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

Since the decade of 1990 a considerable growth of the beekeeping from Ceará was observed, beginning in 2001 the first exports of natural honey to the external market. Although there had been a wide external demand, the local firms export honey bulkly, without own trade mark, by main foreign buyers imposition. The State of Ceará has favorable natural conditions for the production of organic honey, of great acceptance in the international market. In spite of the scenery to be favorable, the beekeeping activity from Ceará still faces other problems in Brazil, such as low technological level of beekeeping enterprises, lack of honey standardization, low co-ordinated action (synergy) level among agents, among others. This research aims to identify the main types of strategic alliances formed by natural honey exporter companies from Ceará, the generic strategies that better adapt to these companies, as well as to analyze the competitive advantages of the beekeeping segment from Ceará addressed to the commercialization of natural honey in the external market. The theoretical referencial is based on the scientific literature that approaches strategic alliances, competitive advantages and generic strategies, like Yoshino and Rangan (1996), Porter (1989) and Mintzberg et al. (2000), respectively. It was searched to infer, for the case of the interviewed companies, the existent correlation among the already mentioned theoretical referencial and the real competitive environment, to which the natural honey exporter companies belong. The research concluded: that the competitive advantages of the beekeeping segment from Ceará are formed basically by the favorable natural conditions for the production of organic honey, existent in the territory of the State of Ceará; that the companies from Ceará don t adopt satisfactoriry defined strategic alliances and that the more adequate generic strategies to the above mentioned companies would be differentiation and approach.

ASSUNTO(S)

alianÇas estratÉgicas (empresas) - dissertaÇÕes ciências sociais aplicadas

ACESSO AO ARTIGO

Documentos Relacionados