Processo de capacitação de empresas na busca ou desenvolvimento de mercados

• Autor(a) principal: Rubert, Racine Augusta Weber
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório do Centro Universitário Braz Cubas
• Texto Completo: https://repositorio.cruzeirodosul.edu.br/handle/123456789/1928
• topic: Administração; Planejamento organizacional; Produtos novos; Desempenho - Avaliação; Clientes - Fidelização; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Faced with the competitiveness of current markets, the search for new markets and the repositioning of companies are necessary. In the dynamics of the markets, changes happen incessantly for several reasons, be they new technologies, the need for new products or the opening of a market that is not yet served. In this context, the present research aimed to analyze the relationship between dynamic capabilities and strategic actions of companies in new markets or current markets in order to expand the performance of companies in the markets. As a theoretical support, this study made use of the Ansoff Matrix, Dynamic Capabilities and New Market approaches. In the search to understand how companies behave in this dynamic environment, the companies of the Cadastro das Indústrias 2018 do Paraná of Federation of Industries of the State of Paraná (Federação das Indústrias do Estado do Paraná [FIEP]). The research adopted the quantitative approach which allowed to analyze elements of strategy, capacities and performance that are connected. Data analysis was performed through descriptive statistics, univariate and multivariate analysis. The main contribution of the research reveals that the companies that have been in the market for the most time, seek to reinvent themselves over time and that their customers are the main incentive for companies to seek this differentiation. It was observed that the companies that have their more developed dynamic absorptive and integrative capacities are those that have launched new products or entered new markets in the last 24 months. And that innovative capabilities are related to the performance of companies in the new markets. It was also verified that different populations show profiles of strategic behavior differentiated and adapted to their economic reality.