Relação Entre Rivalidade e Preços, e Suas Implicações para a Estratégia Competitiva

Abstract

This article is about rivalry and it aims to identify its correlations with price determination and its impact to the strategy formulation. The theoretical review is about Market Structure; Market Concentration Indexes; Aspects that impact price determination; and Competitive Strategy. Then, it presents a descriptive quantitative research data analysis, based on a random probabilistic sample of 15 thousand stores in five Brazilian regions. The quantitative data did not meet normal distribution requirements so they were analyzed with non-parametric statistics: Rho and Tau correlation coefficients. The results confirm the existence of a strong and inverse correlation between the rivalry level and the prices. Lastly it presents the implications for the competitive strategy formulation, specially the implications for the companies pricing policy as well as the market attractiveness analysis.

Análise dos efeitos do ambiente de operações e do poder de mercado da firma na posição competitiva de firmas brasileiras

“…In the context of price, the same can be influenced by rivalry and prices tend to be higher in markets where there is less rivalry (Hamza, Saab, & Rodrigues Filho, 2012). Research conducted by Czarnitzki and Toole (2013, p. 26) further demonstrates that "strategic rivalry limits the firm's ability to delay ongoing projects and thus offsets the influence of uncertainty on investment."…”