Abstract
This article focuses on strategic management as a guiding line of action, aiming to maintain alignment with the market in order to develop capabilities that allow the organization to provide unparalleled value to customers through new positioning. A qualitative analysis of the literature based on reference authors was conducted. The results reveal that the specificity of the sector of activity, due to its international competition, makes the competitive context more uncertain. This influences the way in which the strategy to be adopted by organizations is formulated. Thus, we conclude that organizations competing in hypercompetitive markets should adopt an adaptive strategy to respond quickly to market dynamics.
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