Concorrência desleal: concepções do processo de mobilização estratégica a partir de um estudo de caso

Abstract

RESUMONo contexto empresarial, mais do que no acadêmico, ganha destaque a discussão sobre as conseqüências dos negócios ilegais na arrecadação pública e no processo competitivo. A partir do entendimento de como esse fenômeno se organiza, este estudo investiga, com base em estudo de caso, as ações desenvolvidas pela Souza Cruz S.A, empresa dominante no setor brasileiro de cigarros para fazer frente à oferta ilegal ou informal, uma das formas de concorrência desleal. Constata-se que a organização desenvolve ações em dois níveis: no primeiro, são referidas as ações gerenciais para aprimorar o seu desempenho em face do problema e processo de aprendizagem dele derivado. No segundo nível, são descritas as ações diretas e indiretas sobre o governo, que é o agente legítimo para conter a informalidade. Essas ações incluem troca de informações com órgãos governamentais e atuação junto à opinião pública, como formas de buscar consentimento público e priorizar junto aos governos o cumprimento da lei.Palavras-chave: indústria de cigarros; contrabando; contrafação; negócios ilegais. ABSTRACTThe discussion on the consequences of illegal business on the tax collection and on the competition process has arisen intensively in the business context, rather than in the academy. Once the understanding of how the phenomenon takes place is granted, this study investigates, based on a case study, the actions developed by Souza Cruz S.A., the Brazilian leading tobacco company to face the illegal market -one subject of unfair competition. The organization develops two-level actions: in the first level, the management actions, to improve the performance as for the problem and the consequent learning process. The second level actions are those exerted, both directly and indirectly, on the government, which is the legitimate part to struggle the informality. These actions include information exchange with government agencies and actions on the public opinion, as ways to gain public support and bolster the need for law enforcement.

The Strategic Management and the Illegality: a case study on the fighting against piracy in Brazil<br>DOI: 10.7819/rbgn.v15i47.1333

“…Uncertainties vary from country to country (KHANNA; PALEPU, 2000 (before 1999)), and in the emerging countries there is a great variety of market failures -such as the low inspection level and the low rate of punishments provided by the current legislation -which ends up creating favoring opportunities. Lagreca and Hexsel (2007) confirm that (KHANNA;PALEPU, 2000PALEPU, (before 1999) with the study on the impacts of disloyal competition in Brazil in the cigarette industry, by understanding the dynamics of relations between the company and the institutions. Although the authors do not explore the intrinsic nature of strategies elaborated by this industry companies, they analyze the external factors affecting the competitiveness of the industry because of institutional failures.…”

“…Another approach also found in the articles researched was of specific studies on industrial sectors such as the study of Lagreca and Hexsel (2007) on the tobacco sector, and the study of Giglio and Ryngelblum (2009) with a view on the fighting strategies using social networks.…”