Competição e diferenciação by Débora Dayanny Freitas Facundes- Bookswagon UAE
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Competição e diferenciação

Competição e diferenciação


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About the Book

O mercado da beleza está em constante expansão, sendo primordial a implementação da diferenciação perante a concorrência. Nesse sentido, buscou-se investigar salões de beleza considerados de alto padrão da cidade de Mossoró- RN. Para tanto, foi estabelecido como objetivo geral analisar como os dirigentes entrevistados, de salões de beleza de alto padrão, fazem para diferenciar o empreendimento dos concorrentes que atuam na cidade de Mossoró-RN. Levando em consideração dois objetivos específicos, que são: Investigar como ocorre a competição entre os salões de beleza analisados; Identificar os desafios para implementar a estratégia de diferenciação. Para esta pesquisa, a abordagem qualitativa e a entrevista semiestruturada com alguns diretores, gerentes e o fundador foram adotadas. Os dados foram analisados e relacionados ao referencial teórico. Observou-se que as empresas competem de forma desestruturada, sem dar relevância aos concorrentes e de forma isolada, sem cooperação. Assim, afirma-se que a forma como competem desequilibra o setor, chegando até a prejudicar algumas empresas, a ponto de não conseguirem sobreviver por causa da competição excessiva.


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Product Details
  • ISBN-13: 9786139600168
  • Publisher: KS Omniscriptum Publishing
  • Publisher Imprint: Novas Edicoes Academicas
  • Height: 229 mm
  • No of Pages: 60
  • Spine Width: 4 mm
  • Weight: 150 gr
  • ISBN-10: 6139600162
  • Publisher Date: 16 Apr 2018
  • Binding: Paperback
  • Language: Portuguese
  • Returnable: N
  • Sub Title: um estudo em salões de beleza
  • Width: 152 mm


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