O monitoramento de concorrentes na pequena empresa: um estudo de caso em empresa catarinense

Abstract

Among the number of factors and variables that compose the external environment, the competitors appear as relevant power for the understanding of the competitive situation of the companies. Although having less availability of financial, human and technological resources concerning the big companies, the small businesses need to undertake the competitors’ monitoring activity and find alternatives to enable achievement. In this context, the present study aims at analyzing the competitors’ monitoring process in a small company, and for its achievement the method of case study was used. The results have corroborated other investigations in the area and have indicated that the company investigated monitors the competitors with little emphasis and it does so through personal external sources to the organization.