Aplicação da estratégia empresarial para obtenção de vantagem competitiva em organizações hospitalares filantrópicas

Abstract

Hospital organizations stand out because of the high level of complexity and the indispensability of the social factors intrinsic to the activities performed. Therefore, through such factors, the strategy becomes fundamental for the accomplishment of the mission constituted by the mentioned organizations, allowing that philanthropic objectives characteristically social coexist with the corporate objectives essential for the maintenance of the competitiveness.The general objective of this study is to evaluate how business strategies are applied in philanthropic hospital organizations to obtain a competitive advantage. The research had a qualitative character, was descriptive about the objectives and used as data collection techniques participant observation, application of structured questionnaire and documentary consultation. The factors that make up the external environment, such as the macro-environment (political, economic, social, technological, legal, environmental and industry characteristics) and the market players (suppliers, buyers, among others) and the factors that make up the internal environment, in order to discern the characteristics inherent to the organization to measure the capacity to penetrate new markets and to defend parcels already held in the current operation, according to the capacity to develop competitive parity and advantages competitive and sustainable.