Sobrevivência competitiva de clusters de varejo: fatores preditivos

Autores

DOI:

https://doi.org/10.5585/remark.v21i2.19972

Palavras-chave:

Clusters de Varejo, Aglomeração de Negócios, Políticas Públicas, Sobrevivência Competitiva

Resumo

Objetivo: Inventário e reconhecimento de variáveis ou fatores associados à sobrevivência de clusters varejistas, na compreensão dos gestores de loja, como base para a avançar na compreensão do fenômeno, gestão das unidades de varejo, governança da rede constituída e adoção ou demanda de políticas públicas.

Método: Pesquisa qualitativa e quantitativa composta por levantamento exploratório e, posteriormente, avaliativo de 137 respondentes envolvendo variáveis relacionadas à sobrevivência do cluster varejista; o tratamento dos dados foi desenvolvido basicamente por meio de estatística descritiva e técnicas multivariadas de análise de dados.

Originalidade / Relevância: Investigação inédita de condicionantes da sobrevivência de clusters varejistas, cuja importância social e econômica em grandes centros urbanos, particularmente em países em desenvolvimento, segundo a literatura, a partir da posição de gestores de lojas instaladas nesses arranjos.

Resultados: Identificação de 4 construtos associados (correlacionados) à sobrevivência do cluster estudado: cooperação coletiva, segurança regional, conveniência de compra e concorrência positiva, sendo que os dois primeiros são preditores significantes do construto sobrevivência de clusters varejistas.

Contribuições teóricas / metodológicas: Construção de variáveis e construtos associados à sobrevivência de clusters varejistas, partindo-se da posição de gestores de lojas, com identificação de fatores correlacionados e preditores a essa, oferecendo uma perspectiva relevante na compreensão do fenômeno.

Contribuições sociais / práticas para a gestão: Indicação de variáveis e construtos como base para desenvolvimento de práticas de (i) gestão das unidades de varejo, (ii) governança da rede constituída e (iii) para a adoção ou demanda de políticas públicas

 

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Biografia do Autor

Renato Telles, Universidade Paulista - UNIP

Doutor

Alfredo Dias Motta Neto, Universidade Paulista – UNIP

Mestre

Gabriel Gomes Ferreira, Universidade Paulista – UNIP

Bacharel

Silvio Augusto Minciotti, Universidade Municipal de São Caetano do Sul – USCS

Doutor

Edison Yoshihiro Hamaji, Universidade Municipal de São Caetano do Sul – USCS

Mestre

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16.03.2022

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Telles, R., Dias Motta Neto, A., Gomes Ferreira, G., Minciotti, S. A., & Yoshihiro Hamaji, E. (2022). Sobrevivência competitiva de clusters de varejo: fatores preditivos. ReMark - Revista Brasileira De Marketing, 21(2), 523–576. https://doi.org/10.5585/remark.v21i2.19972

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