A IDENTIFICAÇÃO DA ORIENTAÇÃO ESTRATÉGICA DA EMPRESA FLORESTAL NO BRASIL – UMA APLICAÇÃO DA TEORIA DE PORTER

Identification of a strategic orientation of Brazilian forestry company - an application of Porter’s Theory . Forestry companies are bonded to several sectors of economy and need strategic alignment for their competitive positioning at the ready in o rder to establish successful results due to environment uncertainty. Nevertheless, the long ter m productive cycle, in forest activity, determines the necessity of being prepared to face business en vironment difficulties, which demands oriented decision to a well-defined strategy for competitive ness guarantee. This research aimed to analyze strategic orientation of forest companies, based on Porter (1980) generic strategies. For so much, it was applied the method of exploratory quantitative research complemented by analytic methods with multi-variable analysis, by the factorial and clust er analysis. The results indicated that, for the gr oup of participant companies, as representatives ones f or forestry sector, the identified strategic alignm ent is a hybrid strategy composed by generic strategy o f differentiation tenuously combined with generic