Generation Strategies and Competitive Advantage in the Market for Off-Road Vehicles: Phenomenological Analysis of the Ford Model Release Ecosport In BrazilDOI:10.5585/remark.v10i1.2203l

Detalhes bibliográficos
Autor(a) principal: Bazanini, Roberto
Data de Publicação: 2011
Outros Autores: Berton, Renato
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12539
Resumo: The central focus of this paper is to identify the innovations and entrepreneurship resulting from Ford Brazil main strategies, used in the Ford Ecosport launch in 2003. Using as a theoretical reference are the concepts of the RBV (Resource Based View) complemented by Mintzberg el al schools, as follows: Entrepreneurship, Positioning and Environmental. The target was to identify resources generating competitive advantages using phenomenology method with qualitative research and pos-factum analysis through interviews with Off-Road specialists, Ford executives and car dealers. The research results showed the phenomenology methodology adequate, once it was able to identify the following resources being used by Ford: presence of an entrepreneur leader, targeted product positioning and production capacity accordingly to the environmental demand.DOI:10.5585/remark.v10i1.2203l
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spelling Generation Strategies and Competitive Advantage in the Market for Off-Road Vehicles: Phenomenological Analysis of the Ford Model Release Ecosport In BrazilDOI:10.5585/remark.v10i1.2203lEstratégias e Geração de Vantagem Competitiva no Mercado de Veículos Off Road: Análise Fenomenológica do Lançamento do Modelo Ford Ecosport no BrasilPhenomenological Analysis; Strategy Business; Competitive Advantage.Análise Fenomenológica; Empreendedorismo, Estratégia de Negócios.The central focus of this paper is to identify the innovations and entrepreneurship resulting from Ford Brazil main strategies, used in the Ford Ecosport launch in 2003. Using as a theoretical reference are the concepts of the RBV (Resource Based View) complemented by Mintzberg el al schools, as follows: Entrepreneurship, Positioning and Environmental. The target was to identify resources generating competitive advantages using phenomenology method with qualitative research and pos-factum analysis through interviews with Off-Road specialists, Ford executives and car dealers. The research results showed the phenomenology methodology adequate, once it was able to identify the following resources being used by Ford: presence of an entrepreneur leader, targeted product positioning and production capacity accordingly to the environmental demand.DOI:10.5585/remark.v10i1.2203lNo universo da administrao existem poucas pesquisas que fazem uso do mtodo fenomenolgico. O objetivo central da pesquisa est em identificar as inovaes e o empreendedorismo decorrentes das principais estratgias empregadas pela Ford do Brasil, no projeto e lanamento do veculo EcoSport, em 2003, tendo como referencial terico os pressupostos da teoria da RBV (Resource Based View) complementada pelas vertentes estratgicas propostas pela Escola empreendedora, Escola do posicionamento e Escola ambiental. Por meio do emprego do mtodo fenomenolgico na pesquisa qualitativa, anlise ps-factum, instrumentalizada atravs de entrevistas com especialista do mercado Off-Road, executivos da Ford, vendedores de concessionrias de automveis prprias e concorrentes, buscou-se identificar os recursos geradores de vantagens competitivas. Os resultados da pesquisa apontam para a pertinncia da anlise fenomenolgica ao detectar os recursos empregados pela Ford na perspectiva das estratgias de negcios: a presena do lder empreendedor; posicionamento do produto e capacidade produtiva em consonncia com as exigncias do ambiente. DOI: 10.5585/remark.v10i1.2203Universidade Nove de Julho - Uninove2011-09-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1253910.5585/remark.v10i1.2203ReMark - Revista Brasileira de Marketing; v. 10, n. 1 (2011): janeiro - abril; 123-1502177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12539/6093Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessBazanini, RobertoBerton, Renato2019-06-21T14:42:32Zoai:https://periodicos.uninove.br:article/12539Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:42:32REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Generation Strategies and Competitive Advantage in the Market for Off-Road Vehicles: Phenomenological Analysis of the Ford Model Release Ecosport In BrazilDOI:10.5585/remark.v10i1.2203l
Estratégias e Geração de Vantagem Competitiva no Mercado de Veículos Off Road: Análise Fenomenológica do Lançamento do Modelo Ford Ecosport no Brasil
title Generation Strategies and Competitive Advantage in the Market for Off-Road Vehicles: Phenomenological Analysis of the Ford Model Release Ecosport In BrazilDOI:10.5585/remark.v10i1.2203l
spellingShingle Generation Strategies and Competitive Advantage in the Market for Off-Road Vehicles: Phenomenological Analysis of the Ford Model Release Ecosport In BrazilDOI:10.5585/remark.v10i1.2203l
Bazanini, Roberto
Phenomenological Analysis; Strategy Business; Competitive Advantage.
Análise Fenomenológica; Empreendedorismo, Estratégia de Negócios.
title_short Generation Strategies and Competitive Advantage in the Market for Off-Road Vehicles: Phenomenological Analysis of the Ford Model Release Ecosport In BrazilDOI:10.5585/remark.v10i1.2203l
title_full Generation Strategies and Competitive Advantage in the Market for Off-Road Vehicles: Phenomenological Analysis of the Ford Model Release Ecosport In BrazilDOI:10.5585/remark.v10i1.2203l
title_fullStr Generation Strategies and Competitive Advantage in the Market for Off-Road Vehicles: Phenomenological Analysis of the Ford Model Release Ecosport In BrazilDOI:10.5585/remark.v10i1.2203l
title_full_unstemmed Generation Strategies and Competitive Advantage in the Market for Off-Road Vehicles: Phenomenological Analysis of the Ford Model Release Ecosport In BrazilDOI:10.5585/remark.v10i1.2203l
title_sort Generation Strategies and Competitive Advantage in the Market for Off-Road Vehicles: Phenomenological Analysis of the Ford Model Release Ecosport In BrazilDOI:10.5585/remark.v10i1.2203l
author Bazanini, Roberto
author_facet Bazanini, Roberto
Berton, Renato
author_role author
author2 Berton, Renato
author2_role author
dc.contributor.author.fl_str_mv Bazanini, Roberto
Berton, Renato
dc.subject.por.fl_str_mv Phenomenological Analysis; Strategy Business; Competitive Advantage.
Análise Fenomenológica; Empreendedorismo, Estratégia de Negócios.
topic Phenomenological Analysis; Strategy Business; Competitive Advantage.
Análise Fenomenológica; Empreendedorismo, Estratégia de Negócios.
description The central focus of this paper is to identify the innovations and entrepreneurship resulting from Ford Brazil main strategies, used in the Ford Ecosport launch in 2003. Using as a theoretical reference are the concepts of the RBV (Resource Based View) complemented by Mintzberg el al schools, as follows: Entrepreneurship, Positioning and Environmental. The target was to identify resources generating competitive advantages using phenomenology method with qualitative research and pos-factum analysis through interviews with Off-Road specialists, Ford executives and car dealers. The research results showed the phenomenology methodology adequate, once it was able to identify the following resources being used by Ford: presence of an entrepreneur leader, targeted product positioning and production capacity accordingly to the environmental demand.DOI:10.5585/remark.v10i1.2203l
publishDate 2011
dc.date.none.fl_str_mv 2011-09-05
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12539
10.5585/remark.v10i1.2203
url https://periodicos.uninove.br/remark/article/view/12539
identifier_str_mv 10.5585/remark.v10i1.2203
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12539/6093
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 10, n. 1 (2011): janeiro - abril; 123-150
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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