Alinhamento entre estratégia competitiva e estratégia de produção: um estudo de caso numa indústria de papel e celulose.

Abstract

In the current business environment, organizations need to act strategically so to achieve better positions front to competition, resulting, above all, in successful results. Accordingly, it is important to define the type of strategy to be adopted, so that the other organizational functions are consistent with the strategy defined. Face to these initial considerations, this study aims to verify the existence of alignment between competitive an productive strategies in a cellulose and paper company, located in the city of Campina Grande - PB. To investigate such an alignment a model proposed by Pires (1994) will be used. This model proposes the combination of the competitive strategies and the production priorities. Thus, the manager of production and president of the company were interviewed aiming to obtain more information about the existence or absence of such an alignment. As to methodological procedures, this research is characterized by being of exploratory-descriptive kind, conducted as a case study, and with qualitative approach. The results obtained point to the fact that ABC Company presents an alignment between competitive and production strategy.