Posicionamento estratégico e desempenho de mercado da indústria farmacêutica à luz da tipologia de Porter

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DOI: https://doi.org/10.1590/S1415-65552001000300003
Keywords:
strategical planning, pharmaceutical industry, Porter, strategy, strategical marketing

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Antonio Felipe de Almeida Pinho
Pontifícia Universidade Católica do Rio de Janeiro
Jorge Ferreira da Silva
Pontifícia Universidade Católica do Rio de Janeiro

Abstract

The main objective of this study is to identify, in the Brazilian pharmaceutical industry, the impact of the companies strategies in their performances, during the period from1995 to 1998. Based on Porter´s (1980, 1985) framework of competitive strategy, the research presents the significant strategies for the Brazilian pharmaceutical industry, furthermore identifies the strategic groups formed by the components that make up this industrial segment. For the data analysis were used information about 50 laboratories. This data base contains information about the strategic behaviour of the companies divided in eleven strategic variables, as well as information of their performances in four performance variables. The data were statistically evaluated using the following procedures: Factor Analysis, cluster Analysis and Multivariate Analysis of Variance. The obtained results suggest that the differences between the average performance of the formed strategic groups can be explained by the strategic decisions of each firm considered in the sampling.

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How to Cite
Pinho, A. F. de A., & Silva, J. F. da. (1). Posicionamento estratégico e desempenho de mercado da indústria farmacêutica à luz da tipologia de Porter. Journal of Contemporary Administration, 5(3), 27-52. https://doi.org/10.1590/S1415-65552001000300003
Issue
Vol. 5 No. 3 (2001): Sep/Dec - 2001
Section
Articles

Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.

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Author Biographies

Antonio Felipe de Almeida Pinho, Pontifícia Universidade Católica do Rio de Janeiro

Mestre em Administração de Empresas pela Pontifícia Universidade Católica do Rio de Janeiro. Coordenador de Database Marketing da Readers Digest Brasil, com interesse em pesquisa na área de gerência estratégica.

Jorge Ferreira da Silva, Pontifícia Universidade Católica do Rio de Janeiro

Doutor em Engenharia de Produção pela Pontifícia Universidade Católica do Rio de Janeiro. Coordenador de Pós-Graduação em Administração de Empresas e Professor da Escola de Negócios da Pontifícia Universidade Católica do Rio de Janeiro. Sua área de interesse em pesquisa é gerência estratégica.