Coopetição em clusters comerciais varejistas planejados : um estudo da Feira do Turista na cidade de Aracaju/SE

Abstract

The reduction of barriers to trade, cost reduction and the technological advances resulting from the current globalized scenario impel companies to be constantly changing and to adopt new and unusual strategies in order to obtain competitive success, even interfering in the relations between partner firms and competitors. Taking into account this phenomenon and the grouping of firms with similar structures, based on the study by Silva (2016), this work was prepared in order to add academic value to the new antagonistic strategy called coopetition, where competitors cooperate with each other in order to achieve competitive differentials compared to those who do not adopt this strategy, aiming to identify how cooperation/collaboration and competition occurs in the strategy of coopetition present in planned retail clusters, specifically at the Tourist Fair, operating at Orla de Atalaia in the city of Aracaju/SE. To this end, a descriptive research was developed based on the survey of data obtained through a questionnaire adapted from Silva (2016) and applied in 95 stores belonging to the studied cluster. After collecting the necessary information, the research instrument was divided into four sections in order to characterize the profile of the interviewees and to analyze the constructs cooperation, competition and coopetition present in the cluster, in which the influence of each construct was identified and which most influences the coopetition strategy among tenants. Therefore, the results obtained contribute to the theme and encourage new research in the area.