%0 Journal Article
%T GENERATION STRATEGIES AND COMPETITIVE ADVANTAGE IN THE MARKET FOR OFF-ROAD VEHICLES: PHENOMENOLOGICAL ANALYSIS OF THE FORD MODEL RELEASE ECOSPORT IN BRAZIL DOI:10.5585/remark.v10i1.2203 ESTRAT谷GIAS E GERA  O DE VANTAGEM COMPETITIVA NO MERCADO DE VE赤CULOS OFF ROAD: AN芍LISE FENOMENOL車GICA DO LAN AMENTO DO MODELO FORD ECOSPORT NO BRASIL DOI:10.5585/remark.v10i1.2203
%A Roberto Bazanini
%A Renato Berton
%J REMark : Revista Brasileira de Marketing
%D 2011
%I 
%R 10.5585/remark.v10i1.2203
%X The central focus of this paper is to identify the innovations and entrepreneurship resulting from Ford Brazil main strategies, used in the Ford Ecosport launch in 2003. Using as a theoretical reference are the concepts of the RBV (Resource Based View) complemented by Mintzberg el al schools, as follows: Entrepreneurship, Positioning and Environmental. The target was to identify resources generating competitive advantages using phenomenology method with qualitative research and pos-factum analysis through interviews with Off-Road specialists, Ford executives and car dealers. The research results showed the phenomenology methodology adequate, once it was able to identify the following resources being used by Ford: presence of an entrepreneur leader, targeted product positioning and production capacity accordingly to the environmental demand. RESUMO No universo da administra  o existem poucas pesquisas que fazem uso do m谷todo fenomenol車gico. O objetivo central da pesquisa est芍 em identificar as inova  es e o empreendedorismo decorrentes das principais estrat谷gias empregadas pela Ford do Brasil, no projeto e lan amento do ve赤culo EcoSport, em 2003, tendo como referencial te車rico os pressupostos da teoria da RBV (Resource Based View) complementada pelas vertentes estrat谷gicas propostas pela Escola empreendedora, Escola do posicionamento e Escola ambiental. Por meio do emprego do m谷todo fenomenol車gico na pesquisa qualitativa, an芍lise p車s-factum, instrumentalizada atrav谷s de entrevistas com especialista do mercado Off-Road, executivos da Ford, vendedores de concession芍rias de autom車veis pr車prias e concorrentes, buscou-se identificar os recursos geradores de vantagens competitivas. Os resultados da pesquisa apontam para a pertin那ncia da an芍lise fenomenol車gica ao detectar os recursos empregados pela Ford na perspectiva das estrat谷gias de neg車cios: a presen a do l赤der empreendedor; posicionamento do produto e capacidade produtiva em consonancia com as exig那ncias do ambiente.
%K Phenomenological Analysis
%K Strategy Business
%K Competitive Advantage.
%U http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2203