Estratégias e Geração de Vantagem Competitiva no Mercado de Veículos Off Road: Análise Fenomenológica do Lançamento do Modelo Ford Ecosport no Brasil

Roberto Bazanini; Renato Berton

doi:10.5585/remark.v10i1.2203

Authors

Roberto Bazanini Universidade Paulista - UNIP
Renato Berton Universidade Paulista- UNIP

DOI:

https://doi.org/10.5585/remark.v10i1.2203

Keywords:

Phenomenological Analysis, Strategy Business, Competitive Advantage.

Abstract

The central focus of this paper is to identify the innovations and entrepreneurship resulting from Ford Brazil main strategies, used in the Ford Ecosport launch in 2003. Using as a theoretical reference are the concepts of the RBV (Resource Based View) complemented by Mintzberg el al schools, as follows: Entrepreneurship, Positioning and Environmental. The target was to identify resources generating competitive advantages using phenomenology method with qualitative research and pos-factum analysis through interviews with Off-Road specialists, Ford executives and car dealers. The research results showed the phenomenology methodology adequate, once it was able to identify the following resources being used by Ford: presence of an entrepreneur leader, targeted product positioning and production capacity accordingly to the environmental demand.

DOI:10.5585/remark.v10i1.2203l

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Author Biographies

Roberto Bazanini, Universidade Paulista - UNIP

Bacharel em Administração; Filosofia e Pedagogia. Mestre em Comunicação Social. Doutor em Comunicação e Semiótica (PUC/SP. Professor de Graduação da Universidade Municipal de São Caetano do Sul (USCS) e Professor de Graduação e do Mestrado em Administração da Universidade Paulista (UNIP0.