The authors of this book present several central business methods throughout all chapters. Every method introduced in Marketing Methods to Improve Company Strategy has a strong market driven ...philosophy. These methods are intended to adjust the firm to consumer needs, considering the presence of competitors in their marketplace. In addition, the book wants to show how it may be used when working with marketing and sales management. Another important theme of this book is the idea that a firm is seen as a network. This network philosophy is an important theme throughout the book, and should open managers’ eyes to potential joint marketing activities, as well as joint ventures, other types of contracts and partnerships in a world of firms’ fuzzy boundaries.
Marcos Fava Neves is an expert in Marketing, Distribution Channels, Networks and Business Strategy for market-driven companies. He has a PhD and Masters in Business by FEA/USP. He is currently a professor at FEA-RP/USP, teaching Strategy and Marketing for the undergraduate, MSc, MBA, and PhD courses. A former PENSA coordinator, he now participates as a member of the board.
Luciano Thomé e Castro has a degree in Business Administration, and also holds MSc and PhD titles in Marketing from the University of São Paulo. He was a visiting scholar at the University of Kiel and at Purdue University conducting international research projects. He has been very active coordinating consulting projects in marketing and strategy for several clients in industries such as the chemistry, animal health, seeds, food, irrigation, and bio-fuels, among others. Recently, he has worked closely with the Brazilian Government and the World Bank in regional development projects.
Matheus Alberto Cônsoli holds a PhD title from the University of São Paulo. He has participated in projects and research in Strategic and Marketing Planning, Distribution Channel Planning, Sales Management and Agri-Food Chains Mapping and Management since 2003, and is a former Professor at COC University and invited speaker at schools, events, and companies. He is currently a Professor of MBA courses in FUNDACE and FIA Marketing, Business and Agribusiness programs.
This case shares the experience of Arlindo Moura, president of ABRAPA (Brazilian Association of Cotton Producers), who led the implementation of a plan to incentivize the use of cotton in Brazil. The ...plan was built after analyzing the relevant cotton value chain, which includes producers, spinners, textile manufacturers, clothing manufacturers, fashion influencers, universities and consumers. A network of service providers and supporters were aligned around the objective of growing the volume of cotton used throughout the chain. The case shows the strategy behind the campaigns and several promotional actions. Students are presented with challenges related to moving the effort forward following a successful program launch and are asked to consider what ABRAPA should consider in order to establish a continuous, long term and self-sustained effort of increasing cotton demand. Marketing, finance and governance issues are included.
This study aimed to identify satisfaction antecedents presented by sugar cane producers with the associations they belong to. It was developed a model composed of seven dimensions which were grouped ...into two types: individual aspects (economic, networking and honor) and collective aspects (perception of services, representation, trust and relevance of the association). It was performed one quantitative and descriptive study, conducted through questionnaires applied directly to producers. 550 questionnaires were completed and 411 of these were valid. For the data analysis, correlation and multiple linear regression between the variables were used. The results showed that all seven variables were positively correlated with satisfaction, however, only five of them comprised the final model after multiple linear regression: perception of services offered, representation, trust, economical aspect and honor. Surprisingly, the results also showed that collective aspects affected more the satisfaction than individual aspects.
The authors of this book present several central business methods throughout all chapters. Every method introduced in Marketing Methods to Improve Company Strategy has a strong market driven ...philosophy. These methods are intended to adjust the firm to consumer needs, considering the presence of competitors in their marketplace. In addition, the book wants to show how it may be used when working with marketing and sales management. Another important theme of this book is the idea that a firm is seen as a network. This network philosophy is an important theme throughout the book, and should open managers' eyes to potential joint marketing activities, as well as joint ventures, other types of contracts and partnerships in a world of firms' fuzzy boundaries.
Fertilizantes Tocantins was founded by José Eduardo Motta in 2003, out of his desire of taking advantage of the fast-growing agricultural businesses in the northern region of Brazil. He had previous ...knowledge of the fertilizer sector due to his work in his father’s business for several years. After an impressive success and enormous growth rates until 2016, 50% plus one shares of the company were sold to EuroChem, a European fertilizer producer. This was part of Fertilizantes Tocantins’ strategy to achieve even greater and sustainable growth. In 2020 EuroChem bought the remaining shares of Fertilizantes Tocantins, becoming its sole controller. The company still maintains most of its operational structure and now is fueled with capital and other assets from EuroChem. The challenge ahead lies in being able to maintain the organizational culture and winning position while bringing the best of its controller’s assets to achieve the goal of being a leader in the Brazilian fertilizer market.
Fertilizantes Tocantins was founded by José Eduardo Motta in 2003, out of his desire of taking advantage of the fast-growing agricultural businesses in the northern region of Brazil. He had previous ...knowledge of the fertilizer sector due to his work in his father’s business for several years. After an impressive success and enormous growth rates until 2016, 50% plus one shares of the company were sold to EuroChem, a European fertilizer producer. This was part of Fertilizantes Tocantins’ strategy to achieve even greater and sustainable growth. In 2020 EuroChem bought the remaining shares of Fertilizantes Tocantins, becoming its sole controller. The company still maintains most of its operational structure and now is fueled with capital and other assets from EuroChem. The challenge ahead lies in being able to maintain the organizational culture and winning position while bringing the best of its controller’s assets to achieve the goal of being a leader in the Brazilian fertilizer market.
Este trabalho aplica o modelo Wright‐Pickton em inteligência competitiva (IC) na realidade de negócios de empresas brasileiras da indústria de telecomunicações. O objetivo central foi descrever o ...estágio de uso de conceitos e ferramentas de IC conforme avaliação de líderes dessas áreas em empresas do setor. A coleta de informações deu‐se por meio de entrevistas em profundidade com os executivos que lideram áreas ou funções similares à área de IC em oito empresas muito representativas desse setor que atuam em diferentes áreas da cadeia de valor. As informações obtidas foram analisadas e categorizadas seguindo diretrizes do método de análise de conteúdo à luz do modelo de Wright‐Pickton. Como resultado final, percebeu‐se que os aspectos coleta de dados e uso dos outputs de IC são os que estão mais distantes do considerado ideal, pontos que devem ser aperfeiçoados para tornar a prática mais próxima possível da estratégia da companhia. Ainda, o trabalho traz sugestões de aprimoramento do modelo conceitual usado provenientes da aplicação na realidade brasileira, bem como da investigação sistematizada da literatura relacionada ao tema de IC, que também é apresentada neste trabalho.
This paper applies the Wright‐Pickton Competitive Intelligence (CI) framework to the reality of Brazilian telecommunication industry. The core objective of the paper was to describe the level of CI concepts and tools utilization according to the perception of CI managers within important firms. The data gathering was performed with the use of in‐depth interviews with executive managers that lead these areas in 8 very representative firms in this industry with activities in different areas in the value chain. The data was analyzed and classified using the categories as suggested by the Wright‐Pickton framework. As results, it could be seen that the data gathering and the use of outputs from CI are the ones much far from the ideal level, meaning these activities need to be improved in order to make the CI practice closer to the firms’ strategy. Finally, the paper brings suggestions for improving the Wright‐Pickton framework with inputs coming from the application in the Brazilian reality, as well as the theoretical contributions coming from reviews in the CI and related literature, which is also presented in the paper.
Agronegocio y desarrollo sustentable Thomé Castro, Luciano; Fava Neves, Marcos
Agroalimentaria,
2008, Volume:
14, Issue:
27
Journal Article, Magazine Article
Peer reviewed
Open access
Existe una gran discusión, principalmente en Brasil, respecto del conflicto entre el agronegocio y la agricultura de pequeño porte o familiar. Al mismo tiempo, se considera cada vez más, la cuestión ...de la sustentabilidad para el desarrollo de los negocios en todas las áreas. Este artículo tiene como principal objetivo discutir un método para el desarrollo de proyectos de viabilidad y atracción de inversiones en el cual se considere la vertiente de la sustentabilidad económica, pero también la social y la ambiental. El artículo muestra primero la importancia de una orientación para mercado de un proyecto en agronegocio que tradicionalmente estuvo más orientado a la producción. Luego, sugiere cuatro dimensiones fundamentales para que sean incorporadas en proyectos de viabilidad en agronegocios. La primera tiene que ver con la viabilidad técnica y económico-financiera; la segunda tiene que ver con la viabilidad organizativa, es decir, la capacidad que tienen los agentes de coordinar transacciones de forma eficiente; la tercera tiene relación con la competitividad del Sistema Agroindustrial (SAG) existente; y finalmente, la cuarta, se refiere la sustentabilidad. El artículo también muestra casos emblemáticos que reflejan experiencias reales de esos modelos. Palabras clave: agronegocios, proyectos agroalimentarios, gobierno, agencias de desarrollo integral, Brasil. There is a big discussion, mainly in Brazil, about the conflict between the agribusiness and small-family agriculture. At the same time sustainability is considered for the development of agribusiness in all the areas. The article has as main objective to discuss a method for the development of viable projects that attract investments but that take in to account economic, social and environmental sustainability. First of all, this article shows the importance of an oriented market approach for an agribusiness project. Traditionally these projects were more oriented to production. Then, the article suggests four fundamental dimensions to be incorporated in the feasibility analysis of agribusiness projects: The first is the technical, financial and economic feasibility. The second is the organization feasibility, that is, the capacity of actors to coordinate transactions in an efficient way. The third is related to the competitiveness of the agri-food system, and finally, the fourth is the environmental sustainability. The article presents emblematic cases that reflect the real experiences of those models. Key words: agribusiness, agrifood projects, government, international development agencies, Brazil. Dans des régions pauvres au monde, il y a aujourd'hui une opportunité intéressante de discuter des projets agroalimentaires durables. Cet article présente une méthode dont on propose l'étude de quatre dimensions fondamentales à être insérées dans des projets agroalimentaires et utilisées par des gouvernements et agences de développement pour attirer les investisseurs. La première dimension concerne la viabilité technique et économique; la deuxième, les aspects organisationnels, la capacité des intervenants de coordonner de façon efficace leurs transactions. La troisième concerne la compétitivité et la quatrième dimension concerne la durabilité de l'environnement. Dans ce travail ont expose des cas emblématiques qui ont aidé les auteurs à développer la méthode proposée. Mots-clé : Agro négoce, projets agroalimentaires, gouvernement, agences de développement international, Brésil.
This case shares the experience of Arlindo Moura, president of ABRAPA (Brazilian Association of Cotton Producers), who led the implementation of a plan to incentivize the use of cotton in Brazil. The ...plan was built after analyzing the relevant cotton value chain, which includes producers, spinners, textile manufacturers, clothing manufacturers, fashion influencers, universities and consumers. A network of service providers and supporters were aligned around the objective of growing the volume of cotton used throughout the chain. The case shows the strategy behind the campaigns and several promotional actions. Students are presented with challenges related to moving the effort forward following a successful program launch and are asked to consider what ABRAPA should consider in order to establish a continuous, long term and self-sustained effort of increasing cotton demand. Marketing, finance and governance issues are included.
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