Banca de QUALIFICAÇÃO: LUCIANA AMORIM CARLOS DA SILVA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : LUCIANA AMORIM CARLOS DA SILVA
DATE: 29/01/2021
TIME: 17:00
LOCAL: VIDEOCONFERÊNCIA (https://meet.google.com/adc-tewg-zwf)
TITLE:

GENERIC COMPETITIVE STRATEGIES AND VALUE CHAIN IN LOCAL RETAIL: THE SEARCH FOR COMPETITIVE ADVANTAGE FROM THE PORTERIAN PARADIGM.

KEY WORDS:
PAGES: 44
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

The generic strategies proposed by Michael Porter in 1980 were considered by specialists as a revolution in the field of organizational studies and, in particular, in strategic studies. Despite the relevance of the author's works, consolidated by scholars from all over the world, three decades have passed and the format of the industrial market in which these works were built has undergone considerable modifications, mainly due to the advent of the internet. Thus, it becomes necessary to verify in practice whether the Porter Paradigm so strongly acclaimed three decades ago remains valid for today's complex reality, as well as whether the generic strategies and the value chain advocated by Porter are applicable in small and medium-sized companies. companies in a municipality in the metropolitan region of a capital city in northeastern Brazil. The objective of this research is to Analyze how Generic Competitive Strategies are being applied by women's fashion retail companies in relation to the Value Chain of this segment in Parnamirim, RN from an analysis of mixed methods of sequential execution (Sampiere, Collado, & Lucio, 2013a) statistical analyzes will be carried out in the first stage and qualitative interviews will be conducted in the second stage. With the results of the first two stages of analysis, it is intended, in a third stage, to propose a framework relating generic strategies to the value chain of the women's fashion market. Then, it is intended to conduct a single case study in one of the companies that have gone through the first two stages of analysis in order to validate the framework proposed in the third stage. It is possible to perceive, from the literature, a lack of studies on strategies in small and medium-sized companies and, even more, in the state of Rio Grande do Norte, which makes this work relevant not only for the academy but also for the municipality where the data survey is to be carried out . 

BANKING MEMBERS:
Presidente - 349782 - AFRANIO GALDINO DE ARAUJO
Externa ao Programa - 1753455 - DINARA LESLYE MACEDO E SILVA CALAZANS
Externo ao Programa - 1149626 - MAURO LEMUEL DE OLIVEIRA ALEXANDRE