Visão baseada em recursos: estratégia competitiva de um laboratório nacional no mercado farmacêutico brasileiro

Abstract

The present work shows the strategic activities of a national pharmaceutical laboratory, due to the changes in its business environment, which has guided their actions towards positioning in resources in face of the natural trend of market position. The aim is to present an empirical study by means of a case study starting from the theoretical construction of Resource Based View (RBV) which, in the last years, has presented itself as an alternative to the traditional Market Based Vision or the vision of competitive advantage. There has been an analysis of internal resources and of the strategies which allowed for the organization being studied to remain in the third place in gross revenue within the Brazilian pharmaceutical market. The company vision was obtained from semi-structured interviews with directors and managers and the results of the study were analyzed in light of the theoretical references of the Resource Based Vision and of the information about the pharmaceutical market in Brazil. As a result, can observe the convergence of RBV literature, in which the identification and use of abilities and unique resources of the organization have relevant impact in the performance and ability of the company to compete in the medicament market.