A Influência da Competitividade Agressiva no Desempenho da Empresa Varejista

The aggressive competitiveness refers to the company tendency to challenge direct and intensively its competitors when entering into a market or to enhance its position outperforming its rivals. An approach about aggressive competitiveness shares the traditional view of "strength-weakness-opportunity-threat", another view consistent with the hyper-competitiveness model, and the third view follows the dynamic competitiveness line. However, researches have not yet focused either on the motivations or on the strategic guidelines before the attack or on the direct relationship between Aggressive Competitiveness (AC) and Retailer Company Performance (CP) through a qualitative and quantitative study. Within this context, the objective of this research was to analyze: i) the impact of the AC in the retail CP; and ii) the effect of company size factor (medium/large versus micro/small) in this relationship. It was carried out a mixed survey in two stages. In the first it was used a qualitative approach, through multiple case study with eight companies. Then, in the second phase it was held a survey with 64 companies. The results indicate a positive and significant impact of the AC on the CP, but this impact is not different between medium and large sized enterprises versus micro/small sized companies. This research contributes theoretical and empirically to the literature about AC of retail companies, generating subsidies for managers to adopt a more aggressive attitude in the competitive dynamics of the retail market. The practical cases studied here corroborate the influence of AC on the CP. Specifically it demonstrates the AC importance for the survival and growth of the company in increasingly dynamic, turbulent and competitive markets