Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar

• Autor(a) principal: Assumpção, Andreia Oliveira de
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: http://dspace.mackenzie.br/handle/10899/23689
• topic: estratégia; inovação; marca própria; distribuidores de material médico-hospitalar; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::ADMINISTRACAO FINANCEIRA

Changes in market environments, with the increase and intensity of business competition, have led organizations to develop and manage strategies to drive their survival and as a consequence lead them to business growth. Being the choice of market positioning the heart of the strategy, and for that, the adoption of effective competitive strategies are fundamental to achieve a sustainable marketing positioning, in addition, the strategy for business success, is in the ability to innovate. Innovation is essential for a firm to be able to offer services or products that promote advantages over the imitation or innovation ability of its rivais. Another way to improve strategic positioning would be to survive and achieve business growth in highly competitive sectors, such as adopting the own brand (MP) product strategy. However, organizations, who have or wish to have MP products, must adopt innovative measures in their strategic planning, able to create new business opportunities as it allows to expand the customer base. In the health sector, MP products can be a key weapon, can assist firms in this market to compete. Among the organizations that work in the sales segment of medical-hospital material, the sale of MP products is a trend since they allow the increase of profitability. Moreover, these companies have an important role in the health sector that revolves around R $546 billion and the distributors of medical-hospital products represent 20% of this market. Although it is noteworthy the relevance of the market for the distribution of medical-hospital material, little is known about the elements of strategy and innovation in this sector, as well as its own brand, because, although there are several studies addressing these topics in Other sectors of the economy, there was a lack of academic research that investigated these constructs in this segment or even in the health sector in general. In an attempt to fulfill this gap, the objective of this research was to verity the association of strategy and innovation with the use of the MP strategy in the Brazilian market of distributors of medical-hospital material. Regarding the methodological procedures, the qualitative method was adopted with the use of the basic technique of exploratory character. Data collection was made from in-depth interviews with seven managers of distributors of medical-hospital material and the data were analyzed through the use of the content analysis technique. The results showed that the companies in this market, who were basically positioned with the cost strategy, analyzed the environmental variables and realized that there was an opportunity to compete better if they decided to insert in their portfolios products that Carry their brands, and that competing better could change competitive positioning and grow. In addition, the fmdings indicated that these companies formulated, applied and managed a serious strategic actions, among them, and more irnportantly, the use and continuous investrnents in innovations capable of transforming their MP products into quality products, But low cost, a fact that directed such fmns to be able to change strategic positioning at the same time with costs, differentiation and focus, which consequently helped in the achievement of business growth.