Contexto, processo e conteúdo : estratégias de permanência no mercado em indústrias e implementos agrícolas no Brasil e em Portugal.

Abstract

This thesis aims to verify which strategic events occurred in the industries of machines and agricultural implements of Brazil and Portugal between 1990 and 2010. Given the market opening, which occurred in 1990, companies have needed to adapt themselves to the new requirements of a market even more competitive. In order to analyze this problem, we proceeded to a research, of a qualitative nature, using a study of two cases, one of a Brazilian company and another from a Portuguese company. As instrument of data collection, we used the questionnaire, the interview script and the visitation scripted. The data analysis occurred based on the return of the questionnaires, on the transcripts of interviews and on the observation made at the company during the visit. After the interpretation of data, it is emphasized that both the industries used similar strategies, namely: innovation, internationalization, outsourcing and differentiation as content of corporate strategy, but in different times and contexts. As main conclusions of the research it has been found that the general environment heavily impacts on survival and in the determination of strategic nature adopted by companies, as well as that the investments made in the internal environment of the company are viable alternatives for a better adaptation to the external environment, giving the opportunity to minimize their impacts. Finally, it is noted that the analyzed companies are in the same strategic process, characterized as a process of logical incrementalism, which has as main features the use of experiments and experiences of managers when choosing the most appropriate strategy for the company.