Competitive strategies and financial performance of consumer sector brazilian non cyclical
DOI:
https://doi.org/10.11606/rco.v9i25.82709Keywords:
Competitive Strategies, Typologies of Miles and Snow, Financial performance.Abstract
This study aimed to analyze to what extent the competitive strategies, according to the typology of Miles and Snow, explain the financial performance of Brazilian companies in the non-cyclical consumer sector. The sample consists of 39 companies in the non-cyclical consumer sector, listed on BM & FBOVESPA, in the 2013 period, which had all the data necessary for the research. For data analysis, we used the nonparametric Kruskal-Wallis. It concludes that the business strategies partly explain the economic and financial performance measures of the analyzed companies, with significance in profitability indicators in equity and current liquidity. Companies that adopt prospector strategy, tend to get higher returns on equity, and those who adopt analytical strategy may have better indicator of current liquidity. On the other hand, companies with reactive strategy tend to have less performance than return on equity and current liquidity.
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