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Doctoral Thesis
DOI
https://doi.org/10.11606/T.12.2004.tde-03122021-105352
Document
Author
Full name
Cláudia Szafir Goldstein
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2004
Supervisor
Title in Portuguese
Contribuição ao estudo de clusters industriais sob a ótica de marketing: um estudo de caso no setor cerâmico paulista - o cluster de Santa Gertrudes
Abstract in Portuguese
Este trabalho apresenta um amplo estudo, conceituai e empírico, sobre clusters industriais. A revisão de literatura sobre cluster, ou 'arranjo produtivo local', e sobre estratégia, em Administração e Marketing, permitiu um melhor entendimento sobre as estratégias competitivas e cooperativas em aglomerações de empresas, e as vantagens competitivas oriundas dessa concentração. Trabalhou-se tanto o mercado industrial quanto o de consumo. A pesquisa empírica exploratória, estudo de caso, conduzida no cluster paulista de revestimento cerâmico de Santa Gertrudes por meio de dezenove entrevistas pessoais e duas simulações do processo de compra de revestimento cerâmico, permitiu identificar alguns pontos estudados na literatura, como o relacionamento entre os atores envolvidos na cadeia de valor, suas estratégias competitiva e cooperativa, e suas vantagens competitivas. A pesquisa permitiu relacionar o estágio atual das empresas participantes do cluster com os modelos de competição, por meio de sua orientação estratégica. O trabalho contribui assim para um melhor entendimento da cadeia de valor de revestimento cerâmico de Santa Gertrudes, por meio do relacionamento entre os atores participantes dessa cadeia. Pôde-se também analisar as estratégias competitivas e cooperativa utilizadas no cluster ao longo de sua história, e quais as tendências e desafios futuros que se desenham para seus participantes.
Title in English
Contribution to the study of industrial clusters from a marketing perspective: a case study in the ceramic sector in São Paulo - the Santa Gertrudes cluster
Abstract in English
The study presents a wide conceptual and empiric vision about industrial clusters. The theory that supported the study was based on Economy, Administration and Marketing literature related to strategy and cluster studies, allowing a better understanding on competitive and cooperative strategies, and these clustering competitive advantages. As a complementation, business and consumer market literatures are also reviewed. An exploratory research was made, as a case study on Ceramic Industry, using nineteen personal interviews and two ghost-customer1 approach (ceramic buying process simulation) to understand Santa Gertrudes ceramic coverings cluster. It was allowed to identify some aspects studied on literature review, as the relationship between the players on this ceramic cluster, their strategies and competitive advantages. By the empiric research, it was possible to relate the actual companies stages on the cluster along with the competition model they adopted. So, the main contribution of the present study is the better understanding of the value Chain of Santa Gertrudes ceramic coverings. It was allowed also to analyze the competitive and cooperative strategies of the cluster on his history, and the tendencies and challenges for the future.
 
Publishing Date
2021-12-03
 
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