Formulação de Estratégia Competitiva pelo Modelo de Campos e Armas da Competição: Verificação da Aplicabilidade e Adequação a uma Rede de Academias de Ginástica

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.