Estudo e desenvolvimento de vantagem competitiva: uma análise de estratégias aplicadas no grupo norteriograndense de comércio de joias

Abstract

This study analyzed the strategies adopted by the Norteriograndense Jewelry Commerce Group for creating competitive advantage, using Porter's Value Chain as a theoretical foundation. The qualitative research included semi-structured interviews, document analysis, and participant observation to understand organizational processes. The results showed that formalizing procedures, such as merchandise acquisition and inventory management, contributed to standardization and operational efficiency. Investments in technology, such as adopting a CRM system, and employee training were also crucial for improving customer service and sales. Additionally, the analysis revealed challenges related to activity centralization and the absence of consistent marketing and post-sales strategies. Strategies like process standardization and strengthening support activities resulted in greater integration and efficiency, consolidating the Group's market position. The study concludes that applying Porter’s theories, combined with targeted strategies, enables the creation of a replicable model for value generation and sustainable competitive advantage, even in highly dynamic markets.