Eficácia dos ajustes estratégicos em um mercado competitivo: foco em pequenas empresas em um país emergente

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Quang-Huy Ngo

Resumo

O objetivo deste estudo é saber como as pequenas empresas em um país emergente melhoram a eficácia dos ajustes estratégicos em relação a intensidade da concorrência no mercado. A pesquisa propõe que, quando a concorrência no mercado é intensa, essas pequenas empresas recorrem as estratégias dos tipos prospectora ou defensiva para melhorar o seu desempenho. Os dados foram coletados de 107 pequenas empresas localizadas no Vietnã. PLS-SEM foi utilizado para avaliar o modelo de pesquisa proposto. Os resultados sugerem que, quando a concorrência no mercado é intensa, apenas ajustes estratégicos com orientação prospectora levam as pequenas empresas a alcançar um desempenho superior. O estudo contribui para a literatura de quatro formas. Em primeiro lugar, amplia a compreensão atual sobre o tema dos ajustes estratégicos ao abordar os efeitos mediadores do tipo de
estratégia. Em segundo, contribui para a crescente literatura sobre a teoria da contingência na gestão estratégica de pequenas empresas. Terceiro, a pesquisa oferece uma compreensão mais profunda das características únicas dos países emergentes, características essas que são responsáveis pela ineficiência da estratégia defensiva. Em quarto lugar, o presente estudo supera as limitações de estudos anteriores relacionados ao uso de construtos de item único para operacionalizar as variáveis da estratégia.

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NGO, Q.-H. Eficácia dos ajustes estratégicos em um mercado competitivo: foco em pequenas empresas em um país emergente . RAE-Revista de Administração de Empresas, [S. l.], v. 62, n. 6, 2022. DOI: 10.1590/S0034-759020220610. Disponível em: https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/88462. Acesso em: 27 nov. 2022.
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