Competitive Strategy Formulation Through the Fields and Weapons of the Competition Model: Verification of Applicability and Adaptation for a Network of Gymnastics Academies

Authors

  • Renato Zanuto Pereira UNIP - Universidade Paulista, São Paulo
  • José Celso Contador UNIP - Universidade Paulista, São Paulo
  • Roberto Bazanini UNIP - Universidade Paulista, São Paulo

DOI:

https://doi.org/10.5585/ijsm.v12i3.1967

Keywords:

Business Strategy, Competitive Advantage, Fields and Weapons of the Competition Model, Gymnastics Academies.

Abstract

Porter and RBV theorists, although clearly expose their concepts of competitive strategy, does not clearly show how to employ them for the competitive business strategy formulation, which complicates the practical application. This motivated the authors of this article searching as other theorists circumvent this difficulty and found the fields and weapons of the competition model (CAC) developed by Contador, model that combines and integrates the concepts of Porter and RBV. The CAC, simultaneously analog and symbolic model, qualitative and quantitative, consistently structured and scientifically validated by many studies in companies, primordially serves to understand, explain and increase enterprise competitiveness. Contador epistemologically verified the adherence to reality to the companies of their concepts and constructs. To fill the gap of the aforementioned concepts, Contador proposed a process of formulating competitive strategy. As this process has been tested a few times, the authors decided to conduct the study reported herein, whose objective was verify if this process is sufficient for proposing competitive strategies that would increase the competitiveness of a network of gyms. Through an exploratory qualitative and quantitative research and based on Popperian hypothetical-deductive method, it was found the sufficiency of the process because all business strategies proposals were accepted by the principal owner of the gym and only 4.5% operational strategic actions suggested were not, which led to the acceptance of the hypothesis.

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Author Biographies

Renato Zanuto Pereira, UNIP - Universidade Paulista, São Paulo

Mestre em Administração de Empresas pela UNIP, Administrador de empresas graduado pelo USCS (Universidade de São Caetano do Sul). Sócio/diretor da academia Poliesportiva Dynamic. Professor de administração, marketing e metodologia da pesquisa científica na FEFISA e na NOVA FAPI

José Celso Contador, UNIP - Universidade Paulista, São Paulo

Professor Doutor da USP e Professor Livre-Docente da UNESP aposentado, Professor Titular e Pesquisador do Programa de Mestrado em Administração da UNIP e consultor de empresas. É autor dos livros Campos e armas da competição e Modelo para aumentar a competitividade industrial e coordenador de Gestão de operações.

Roberto Bazanini, UNIP - Universidade Paulista, São Paulo

Publicitário e Professor dos Cursos de Graduação em Administração de Empresas e Comunicação Social da USCS em São Caetano do Sul, Professor Titular do Mestrado em Administração da UNIP. Bacharel em Administração de Empresas e em Filosofia e Pedagogia. Pós-Graduado em Gramática da Língua Portuguesa (USJ), e Mestre em Comunicação Social (UMESP) e Doutor em Comunicação e Semiótica (PUC/SP).

Published

01.09.2013

How to Cite

Pereira, R. Z., Contador, J. C., & Bazanini, R. (2013). Competitive Strategy Formulation Through the Fields and Weapons of the Competition Model: Verification of Applicability and Adaptation for a Network of Gymnastics Academies. Revista Ibero-Americana De Estratégia, 12(3), 242–280. https://doi.org/10.5585/ijsm.v12i3.1967