Gestão de estratégica e desempenho competitivo em pequenas empresas varejistas da cidade de Cajazeiras-PB.

Abstract

With globalization and socio-economic, political and frequent technological changes, competition between companies for the preference of customers intensifies more and more. In this context, large, medium and small companies need to develop strategies and a management model able to cope with the challenges encountered in this scenario. Therefore, this work is aims to investigate the strategic management in small retail businesses in the city of Cajazeiras-PB and its influence on the competitive performance of these companies. To this end, we conducted a case study with 15 companies from 5 different areas of activity in the city, where it was applied a form with 40 objective and subjective questions to identify the functional strategies and macro strategies adopted by companies as well as the performance indicators available to them. The results indicate a lack of knowledge of the managers of these companies on the fundamentals of strategic management and evaluation of competitive performance as well as the benefits arising from their use.