GestÃo estratÃgica de uma cooperativa de trabalho mÃdico: uma anÃlise a partir da visÃo baseada em recursos. / Strategic administration based on resources: the case of a cooperative of medical work.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2005

RESUMO

In global integration times, the use of economic and market strategies became much valued in what it concerns to the patterns of organizations competition. For the conduction of the services installment process it becomes necessary a strategic focus which facilitates the acquisition of a competitive differentiation. To the cooperative organizations it is presented a challenge of finding the best strategies that could help them to become more competitive and stable in the market. In view of the fact, this research has an objective to analyse the strategic administration process of a Medical Cooperative Work (Unimed) starting from the Resource-Based View (RBV). From this, the present work aims to identify the competitive factors, by finding out the services and resources used by cooperative to the clients, the relationship between cooperative and cooperative members as well as cooperative and credible furnishing services, and the explanation of its strategic standing to maintain itself in a competitive way, taking into account the application of its resources. For this, a qualitative study of case was done, with the data being collected by means of cooperative members, credible supplying services, president, general manager and his adviser. After the analyses, the results were related with the literature findings in order to achieve the research objective. The results show that when rendering its services, the cooperative uses some resources. Through RBV, the advantage in the market can only be sustained by the organization when based on rare and inimitable resources and for which the competitors can not find substitutes. Thus, the cooperative has as strategic resources its own cooperative members, credible supplying services that linked to the trademark Unimed, can provide sustainable competitive advantage and distinguished status on its field of performance. Finally, it can be said that Unimed, the object of study, exemplifies the importance and the evolution of its modality inside the medical supplemental segment of attendance and it confirms the need of a strategic administration, based on cooperative principles of and above all, in the market which demands economic viability and competitiveness.

ASSUNTO(S)

cooperative unimed. unimed administration based on resources administracao cooperativa service strategy visÃo baseada em recursos estratÃgia serviÃo

ACESSO AO ARTIGO

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