ANDRADE, J. O.; http://lattes.cnpq.br/8750799279033614; ANDRADE, Josefa de Oliveira.
Abstract:
The central objective of this research was to investigate the drivers of competitiveness
in the supermarket sector in Cajazeiras - PB. The research subjects were the
supermarket business owners and external stakeholders of the city of Cajazeiras - PB.
The methodology used was based on the monographic method of exploratory and
descriptive nature and from field. In the data collection process the study was based on
the form technique, through a script, in order to identify elements that would respond to
the objectives of this research. The data treatment was qualitative nature. The
research results show the main demands and potentialities in each dimension studied.
a) internal factors: participative management, improvement on infrastructure,
operating system on cash control, expansion of equipment and technological
innovation; in people management strategies was observed as variables most adopted
the salary incentive, bonus and training. b) structural factors: about the evaluation of
the sector it was rated as competitive; government incentives stood out the real profit;
competition occurs unfairly. c) systemic factors in the view of managers:
macroeconomic impact factor was inflation; active institutions were the CDL, PROCON
and the banks; government policies there is little knowledge; as the laws regulating it
has the Consumer Code; infrastructure stood out as good and at the competitiveness
evidenced up the attendance and the price. d) Systemic factors for external
stakeholders: macroeconomic factors was the price, inflation and the rate increase of
inputs; most active institution, PROCON; there are government policies, but do not
contribute with benefits in the sector; regulatory law was the Consumer Protection
Code; infrastructure is important and the price is an important factor in
competitiveness. From the results of this research can be concluded that companies
have similarities in how to manage, but that there is some lack of knowledge about the
regulatory and governmental part that supports organizations that operate in this
sector.