A formação da grande empresa industrial brasileira: um estudo do processo de crescimento do grupo J. Macêdo sob a ótica da teoria da firma

Abstract

The objective of this paper is to analyze the growing process of J. Macêdo Group, which is one of the leaders of wheat industry in Brazil. Based on a chandlerian perspective of the constitution and expansion of business groups, the article intends to analyze the strategic positioning adopted by the group through his history, since its first step on commercial representation until the entrance on wheat industry and its segmentation in consumer goods. To face this, we utilize as theorical references the economics of cost transaction and the evolutionist approach to the process of constitution of a firm’s core competence. The conclusion is that the competency of innovation and continuous improvement of its products, achieved by horizontal integration strategies, partnerships and strategic alliances, came to result in the consolidation of the group in the consumer goods segment derivedfromwheat.