The basic issue of the strategic management process is to determine how firms achieve and sustain competitive advantage. In this sense, this paper aims to analyze the links between a firm's competitive positioning and the inter-organizational ties created with its customers as a way to achieve sustainable competitive advantage. The focus of the study is to describe the competitive process according to the Delta Model developed by Hax and Wilde II, which proposes three strategic positioning options. The study describes the process of competitive positioning through inter-organizational ties and customer bonding under a strategic marketing perspective. From a methodological point of view, a literature review was done focusing on two theoretical subjects: competitive positioning and strategic marketing. Finally the results of an empiric research on a public relations company are presented. The study's contribution is providing empirical support for the Delta Model.
In times of high competitiveness between companies, the value of information becomes an important component for executives to make timely decisions to react to adversities of the environment. The use of a system based on information management can provide advantages in decision making. Concomitantly the use of Information Technology by companies has spawned the appearance of various styles in relation to IT management. For a better understanding of the IT concept and its management styles, this work makes use of the single case research method, focusing on a company operating in the telecommunications market. The objective is to characterize the concept of IT, as well as some of its peculiarities. Finally, it confirms that IT management can show how much the information can be treated as an important resource for the company to stay competitive in the market. According to the testimony of those interviewed, it is clear that Motorola in Brazil may be at a great disadvantage in relation to its competition, in relation to the management of an IT infrastructure platform able to contribute to the migration process from a feudal information management style to one that is federalist. In view of this limitation, and although not purchased outside, internal solutions are created and contribute to the formation of an imbalance between the dominance of the user and the dominance of IT.
A FEA e a USP respeitam os direitos autorais deste trabalho. Nós acreditamos que a melhor proteção contra o uso ilegítimo deste texto é a publicação online. Além de preservar o conteúdo motiva-nos oferecer à sociedade o conhecimento produzido no âmbito da universidade pública e dar publicidade ao esforço do pesquisador. Entretanto, caso não seja do interesse do autor manter o documento online, pedimos compreensão em relação à iniciativa e o contato pelo e-mail
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.