A unificação de marcas em central de negócios: vantagem competitiva

Abstract

The universe of the core business in recent years has attracted strong scientific interest. The search for a competitive advantage has been a major reason for the formation of the core. The results point to the exchange of experience in shared procurement processes, marketing, HR and IT as earned benefits. This study, then, brings up a search in horizontal networks in order to present the competitive advantage that the brand unification in central business provides to its members. For such a survey, based on a theoretical and practical survey was developed. At first, the concepts are raised competitive advantage, building a strong brand, the development of strategic alliances and the development of core business with unified brand. In the second phase, the study emphasizes a practical case, where an interorganizational network Ceará, retail building material, took the strategy to unify the brand in order to develop a strong representation, gain credibility in the industry and increase their participation on the market. Finally, crossing the information obtained from the theoretical to the practical survey, it appears that the strategy of unifying the brand on core business generated a strong competitive advantage, by building a strong brand and identified with the target audience, the gain credibility, increasing market share, improving negotiations with suppliers and gains obtained by the stores of inter-organizational network.