Title: The escape of the operation of commodities as strategy

Authors: Elpidio Oscar Benitez Nara; Lisianne Brittes Benitez; Giuliano Forgiarini; Liane Mahlmann Kipper; Guilherme Augusto Schwingel

Addresses: Industrial Systems and Processes Department, University of Santa Cruz do Sul, Avenue Independência, 2293, 96815-900, Santa Cruz do Sul, Brazil ' Industrial Systems and Processes Department, University of Santa Cruz do Sul, Avenue Independência, 2293, 96815-900, Santa Cruz do Sul, Brazil ' Industrial Systems and Processes Department, University of Santa Cruz do Sul, Avenue Independência, 2293, 96815-900, Santa Cruz do Sul, Brazil ' Industrial Systems and Processes Department, University of Santa Cruz do Sul, Avenue Independência, 2293, 96815-900, Santa Cruz do Sul, Brazil ' Industrial Systems and Processes Department, University of Santa Cruz do Sul, Avenue Independência, 2293, 96815-900, Santa Cruz do Sul, Brazil

Abstract: The research demonstrates the feasibility of strategy for survival and increase the competitiveness of small and medium-sized enterprises of forward meatpacking district of meat to the current reality of the beef market in Brazil, increasingly dominated by large transnational conglomerates meatpacking district, formed the light of exports whose operations are defined in the commodities. For this, it is delineated the current panorama of productive chain of beef in Brazil, recognised as non-integrated and absent coordination, unable in its current structure of being used as instrument for the potential of the productive and increase of profit of these enterprises. For this, it is delineated the current panorama of productive chain of beef in Brazil, recognised as non-integrated and absent coordination, unable in its current structure of being used as instrument for the potential of the productive and increase of profit of these enterprises. It is presented, therefore, the marketing alliance between the production chain as a strategic measure for the placement of meatpacking district of medium and small-sized conglomerates in the meat market, particularly in the domestic market, increased its production target. Through the study of these alliances, a case study, the emergence of alternative supply to the internal market, increasingly demand differentiated products and quality, adding value to these, somehow escaping the operations in commodities of these companies.

Keywords: productive chain; beef; strategic alliances; commodities; meatpacking; competitive; trans-national conglomerates.

DOI: 10.1504/IJBIR.2018.090466

International Journal of Business Innovation and Research, 2018 Vol.15 No.4, pp.500 - 513

Received: 18 Mar 2016
Accepted: 09 Oct 2016
Published online: 19 Mar 2018 *

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