Abstract

The purpose of the present study is to analyze the relationship between the stakeholders’ influence strategy perception and the generic strategy in the small business enterprises in the cities of the North Coast of Santa Catarina, according to the typologies proposed. The work, which has a predominantly quantitative nature, was realized in 148 (one hundred and forty-eight) business enterprises and services, by means of the application of three questionnaires in each company. The results found point out differentiation as the principal generic strategy, followed by Total Cost Leadership. It was also noticed that three stakeholders of the internal environment and four of the external environment could employ the influence strategies in order to compromise these organizations’ strategic decisions. The results of the association between the generic strategies and the stakeholders’ influence suggest little, or even no, differencebetween the adoption, or not, of generic strategies by the small enterprises, and the probability of receiving influence strategies on the part of the stakeholders, which was not expected by the study. The data obtained in these companies seem to emphasize the need to use more than one variable when analyzing small companies.

Highlights

  • The purpose of the present study is to analyze the relationship between the stakeholders’ influence strategy perception and the generic strategy in the small business enterprises in the cities of the North Coast of Santa Catarina, according to the typologies proposed

  • Some works about small companies (GIMENEZ, 1998; HOFFMANN, 1998; GIMENEZ et al, 1999; CANCELLIER, 2001; ROSSETTO and ROSSETTO, 2001; BEAVER and PRICE, 2004; ARAGON-SÁNCHES and SÁNCHES-MARÍN, 2005; OLIVEIRA, 2007; HOFFMANN; HOFFMANN and CANCELLIER, 2009) focus the concern on the elaboration process; on the strategies applied; and on the forces that have a direct influence on the choice of this strategy

  • The research results are divided in the generic strategies determination and in the subsequent identification of the stakeholders, of their level of influence and of the strategies they may adopt in the small business enterprises of the cities in the northern coast of Santa Catarina

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Summary

Introduction

The purpose of the present study is to analyze the relationship between the stakeholders’ influence strategy perception and the generic strategy in the small business enterprises in the cities of the North Coast of Santa Catarina, according to the typologies proposed. The present work tries to place itself among the studies that have somehow evidenced such approaches and, seeks to exclusively link the adoption of the generic strategies typologies (what?) and of the stakeholders Theory (who?) to the strategy works in small companies. The purpose of this study is to analyze the relationship between the stakeholders’ influence strategies perception and the generic strategy the small business enterprises in the cities of the Northern part of Santa Catarina State adopt. The relevance of the environment in the works trying to explain the links between stakeholders and the organizational strategies of as certain market segment is evident when inferences, such as Clarkson’s (1995), are observed He indicates that the performance of a company is oriented by its business objectives and is better constructed when the stakeholders’ perspective is employed

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