Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar
Autor(a) principal: | |
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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 |
Resumo: | 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. |
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2020-04-01T13:04:03Z2020-05-28T18:04:39Z2020-05-28T18:04:39Z2019-08-05ASSUMPÇÃO, Andreia Oliveira de. Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar. 2019. 131 f. Dissertação (Mestrado em Administração de Empresas) - Universidade Presbiteriana Mackenzie, São Paulo, 2019.http://dspace.mackenzie.br/handle/10899/23689Changes 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.As mudanças nos ambientes mercadológicos, com o aumento e a intensidade da competição empresarial, levaram as organizações a desenvolverem e gerenciarem estratégias para conduzirem a sua sobrevivência e como consequência as levarem ao crescimento empresarial. Sendo a escolha do posicionamento de mercado o coração da estratégia, e para tanto, a adoção de estratégias competitivas eficazes são fundamentais para alcançarem um posicionamento mercadológico sustentável, além disso, a estratégia para o sucesso empresarial, está na capacidade de inovar. A inovação é essencial para uma firma ser capaz de ofertar serviços ou produtos que promovam vantagens sobre a capacidade de imitação ou inovação dos seus rivais. Uma outra forma de melhorar o posicionamento estratégico, seria sobreviver e alcançar o crescimento empresarial em setores altamente competitivos, como na adoção da estratégia de produtos de marca própria (MP). Entretanto, as organizações, que têm ou desejam ter produtos de MP, devem adotar medidas inovativas em seus planejamentos estratégicos, capazes de criar novas oportunidades de negócios tal qual a possibilite expandir a base de clientes. No setor da saúde, produtos de MP podem ser uma arma fundamental, podem auxiliar firmas deste mercado a competirem. Entre as organizações que atuam no segmento de vendas de material médico-hospitalar, a venda de produtos de MP é tendência já que possibilitam o aumento da lucratividade. Ademais, estas empresas têm um papel importante no setor da saúde que gira em tomo de R$ 546 bilhões e as distribuidoras de produtos médico-hospitalar representam 20% deste mercado. Embora seja notória a relevância do mercado de distribuição de material médico-hospitalar, pouco se sabe sobre os elementos da estratégia e inovação neste setor, bem como de marca-própria, pois, apesar de existirem diversos estudos que abordaram estes temas em outros setores da economia, notou-se uma carência de pesquisas acadêmicas que investigassem estes constructos neste segmento ou até mesmo no setor da saúde no geral. Na tentativa de suprir essa lacuna, buscou-se como objetivo central, nesta pesquisa, verificar a associação da estratégia e da inovação com o uso da estratégia de MP no mercado brasileiro de distribuidores de material médico-hospitalar. Quanto aos procedimentos metodológicos, adotou-se o método qualitativo com o uso da técnica básica de caráter exploratório. A coleta de dados foi feita a partir de entrevistas em profundidade com sete gestores de empresas distribuidoras de material médico-hospitalar e os dados foram analisados por meio do uso da técnica da análise conteúdo. Os resultados apontaram que as empresas deste mercado, que se posicionavam basicamente com a estratégia de custos, analisaram as variáveis ambientais e perceberam que havia a oportunidade de competir melhor se decidissem inserir em seus portfólios produtos que carregassem suas marcas, e que competindo melhor poderiam mudar de posicionamento competitivo e crescer. Além disso, os achados indicaram que estas empresas formularam, aplicaram e gerenciaram uma séria de ações estratégicas, entre elas, e mais importante, o uso e investimentos continuo em inovações capazes de transformar seus produtos de MP em produtos de qualidade, mas de baixo custo, fato este que direcionou tais firmas a serem capazes de mudar de posicionamento estratégico atuando ao mesmo tempo com custos, diferenciação e enfoque, que por consequência auxiliaram no alcance do crescimento empresarial.application/pdfporUniversidade Presbiteriana MackenzieAdministração de EmpresasUPMBrasilCentro de Ciências Sociais e Aplicadas (CCSA)http://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessestratégiainovaçãomarca própriadistribuidores de material médico-hospitalarCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::ADMINISTRACAO FINANCEIRAEstratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalarinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisZilber, Moisés Arihttp://lattes.cnpq.br/0524413115146016Popaduik, Silviohttp://lattes.cnpq.br/1784002683973468Oliva, Fábio Lottihttp://lattes.cnpq.br/3955709227280586http://buscatextual.cnpq.br/buscatextual/busca.do?metodo=apresentarAssumpção, Andreia Oliveira dehttp://tede.mackenzie.br/jspui/bitstream/tede/4180/5/ANDREIA%20OLIVEIRA%20DE%20ASSUMP%C3%87%C3%83O.pdfstrategyinnovationprivate-labeldistributors of medical productsreponame:Biblioteca Digital de Teses e Dissertações do Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIE10899/236892020-05-28 15:04:39.554Biblioteca Digital de Teses e Dissertaçõeshttp://tede.mackenzie.br/jspui/PRI |
dc.title.por.fl_str_mv |
Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar |
title |
Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar |
spellingShingle |
Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar Assumpção, Andreia Oliveira de estratégia inovação marca própria distribuidores de material médico-hospitalar CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::ADMINISTRACAO FINANCEIRA |
title_short |
Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar |
title_full |
Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar |
title_fullStr |
Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar |
title_full_unstemmed |
Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar |
title_sort |
Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar |
author |
Assumpção, Andreia Oliveira de |
author_facet |
Assumpção, Andreia Oliveira de |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Zilber, Moisés Ari |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/0524413115146016 |
dc.contributor.referee1.fl_str_mv |
Popaduik, Silvio |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/1784002683973468 |
dc.contributor.referee2.fl_str_mv |
Oliva, Fábio Lotti |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/3955709227280586 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/busca.do?metodo=apresentar |
dc.contributor.author.fl_str_mv |
Assumpção, Andreia Oliveira de |
contributor_str_mv |
Zilber, Moisés Ari Popaduik, Silvio Oliva, Fábio Lotti |
dc.subject.por.fl_str_mv |
estratégia inovação marca própria distribuidores de material médico-hospitalar |
topic |
estratégia inovação marca própria distribuidores de material médico-hospitalar CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::ADMINISTRACAO FINANCEIRA |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::ADMINISTRACAO FINANCEIRA |
description |
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. |
publishDate |
2019 |
dc.date.issued.fl_str_mv |
2019-08-05 |
dc.date.accessioned.fl_str_mv |
2020-04-01T13:04:03Z 2020-05-28T18:04:39Z |
dc.date.available.fl_str_mv |
2020-05-28T18:04:39Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
ASSUMPÇÃO, Andreia Oliveira de. Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar. 2019. 131 f. Dissertação (Mestrado em Administração de Empresas) - Universidade Presbiteriana Mackenzie, São Paulo, 2019. |
dc.identifier.uri.fl_str_mv |
http://dspace.mackenzie.br/handle/10899/23689 |
identifier_str_mv |
ASSUMPÇÃO, Andreia Oliveira de. Estratégia e inovação no desenvolvimento de marca própria: um estudo no setor de material médico-hospitalar. 2019. 131 f. Dissertação (Mestrado em Administração de Empresas) - Universidade Presbiteriana Mackenzie, São Paulo, 2019. |
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http://dspace.mackenzie.br/handle/10899/23689 |
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por |
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openAccess |
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application/pdf |
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Universidade Presbiteriana Mackenzie |
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Administração de Empresas |
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UPM |
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Brasil |
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Centro de Ciências Sociais e Aplicadas (CCSA) |
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Universidade Presbiteriana Mackenzie |
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