Competição e performance no varejo supermercadista na perspectiva da resource advantage theory: estudo de caso em um supermercado na cidade de Campina Grande - PB.

Abstract

The complexity of competition in the supermarket sector goes far beyond the dispute on the shelves, there is a diversity of players, among them multinationals, that compete directly with regional and family companies making the competition even more intense. In this sense, this article aims to analyze competition and its implications for organizational performance in a company in the supermarket sector under the prism of R-A Theory. To do so, the Resource Advantage Theory proposed by Hunt and Morgan (1995) was used as a theoretical basis. As for the method, a case study was used in a supermarket in the city of Campina Grande - PB. The data collection was done directly to the main manager, through three questionnaires, applied in person, plus clarifications on the peculiarities of the evaluated resources. Such resources were grouped into seven dimensions (Physical, Financial, Human, Organizational, Informational, Relational and Legal). The first questionnaire evaluated the Comparative Advantage, the second the Competitive Advantage and the third the organizational performance. As a result, it can be seen that the Store under study presents a Comparative Advantage, in five of the seven dimensions evaluated. Such endowment reflects the same result when in the Market Position, that is, Competitive Advantage, in four of the seven dimensions, resulting in Parity regarding organizational performance.