O paradigma estrutura-conduta-desempenho: um estudo nas grandes empresas da indústria de joias de Guaporé - RS

Abstract

Competitiveness has always been present in business life, creating scenarios that can be of intense competition between competitors inserted into a particular industry. This demands from managers a constant search for better strategic positioning, which implies considerable care in choosing the strategy to be adopted. In this sense, the jewelry industry of Guaporé, the second largest polo producer of jewelry in Brazil, lives a reality in which many competitors, besides competing with each other, need to face the pressure exerted by Asian companies. In the face of the foregoing, the study presented here aims, from the application of the model ECD elaborated by Scherer and Ross (1990) and adapted by Mattos (2007), to understand how the structure of the industry and the conduct of participants influence the performance of companies in the Guaporé Jewelry Industry. For this, it is made use of qualitative and quantitative research, of an exploratory character and characteristic of a multi-case study, because eight companies of the aforementioned industry are searched. By analyzing the collected data, it is noted that, in the perception of the study participants, the structure of this industry has influence on the conduct of its members and this, in turn, has influenced the performance of companies and industry in total.