Recursos e competências estratégicas de uma empresa familiar centenária : estudo de caso na casa Magnabosco sob a ótica da visão baseada em recursos

Abstract

Resource-based view, based on the economic theory, is an approach inside the Strategic Management that characterizes a company as a compound of resources and capabilities that sets it apart from other competitors. The resources and capabilities, when developed and controlled by an organization, are essential sources of competitive advantage with superior returns that make it possible to invest in the enterprise and expand the business. Therefore, this study aims to evaluate the resources and strategic competencies of a centennial family business that have kept it competitive allowing its longevity. The field of study of this master thesis is the retail sector, typically characterized by the sale of fabrics, clothing and footware, established in Caxias do Sul, RS, Brazil. And the case study is the centennial Casa Magnabosco, founded in 1915, a family business in the retail segment, the oldest in town, in operation. To gather the information, a research was carried out, of an applied nature, with a qualitative approach, exploratory and descriptive objective resorting to a single case study as a research strategy. Data collection was based on structured, semi-structured and narrative interviews with managers, employees and customers, as well as direct observation of the investigated environment and documental analysis. A total of 37 semi-structured interviews and three narrative interviews were conducted, and 28 structured questionnaires were answered. Based on results obtained, the resource and competencies matrix was filled out, which was also used as a tool for data collection from the managers. Subsequently, the information about the value and importance of the available resources and competencies, as well as their sustainability, were extracted, and, finally, the analysis using the VRIO approach was carried out. For data analysis, content analysis was used with the support of Nvivo® 11 Pro software. The obtained results indicate that the resources and competencies of Casa Magnabosco, considered as sustainable competitive advantages in the VRIO approach, such as location, reputation and image, relationships and organizational culture, have the potential to create economic value for the organization, once it is in the market for 102 years. The study highlights the organizational culture, found in organizational competencies, based on the founder’s management style and passed on to the subsequent generations. It was evident that family culture, based on values such as honesty, trust and “familiarity” passed on to generations, employees and customers, are connection elements, the reason for success, commitment and the longevity of the company.