Salton: a retomada da vantagem competitiva nos anos noventa

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DOI: https://doi.org/10.1590/S1415-65552003000300004
Keywords:
competitive strategy, resources and capabilities, system of activities, wine industry

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Astor Eugênio Hexsel
Universidade de São Paulo
Deonir De Toni
Universidade Federal do Rio Grande do Sul

Abstract

The reports about Brazilian firms that have reverted competitive disadvantage into advantage are scarce. This paper tries to answer the following research question: How did Salton, one of the biggest firm in the Brazilian wine industry, recover its sustainable competitive advantage during the nineties after being in disadvantage for almost a decade? It was observed that during the period of dificulties, Salton preserved some of its resources and capabilities such as trade mark, proximity of physical assets to supply sources and close relationship with customers. The analysis of the present advantage of the firm indicates that several factors such as an articulated system of activities, economic of scale, full capacity of assets utilization, the process of integration with suppliers and a favorable location of assets, contribute for the maintenance of the position.

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How to Cite
Hexsel, A. E., & De Toni, D. (1). Salton: a retomada da vantagem competitiva nos anos noventa. Journal of Contemporary Administration, 7(3), 57-75. https://doi.org/10.1590/S1415-65552003000300004
Issue
Vol. 7 No. 3 (2003): Jul/Sep - 2003
Section
Articles

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Author Biographies

Astor Eugênio Hexsel, Universidade de São Paulo

Doutor em Administração de Empresas pela Universidade de São Paulo. Professor do Curso de Administração da Universidade do Vale do Rio dos Sinos, além de Consultor de Empresas. Suas áreas de interesse em pesquisa são estratégia, estratégia para mercados globais, marketing.

Deonir De Toni, Universidade Federal do Rio Grande do Sul

Mestre e Doutorando em Administração na Universidade Federal do Rio Grande do Sul. Suas áreas de interesse em pesquisa são estratégia, comportamento do consumidor e gestão de produto.