O comportamento estratégico de empreendedoras: um estudo de casos no setor varejista do município de Rondon do Pará (PA)

Abstract

The number of women involved in the corporate environment has increased, both as employees and as entrepreneurs. Given this reality, it is appropriate to point out that mainly entrepreneurial women have been demonstrating skills that provide the strengthening of their companies in the market. Notwithstanding, it is meaningful to point out that for the female public establish a business there is a motivation besides suppressing the needs, since it is considered that this achievement provides satisfaction and self-fulfillment. Therefore, it is noticeable that the studies related to female entrepreneurship approach topics arising out of the profile of entrepreneurial women, to the management model, the administrative style and the strategies and their relationship with the market. Concerning the strategy view, it is opportune to add that such a characteristic together with entrepreneurship are capable of generating value, considering that the strategy concentrates on how the advantage is defined and conserved, and entrepreneurship concentrates on creation. The general objective of this study is to analyze the strategic behavior of entrepreneurial women in the retail sector of the municipality ofRondondoPará. The research is a qualitative study style,distinguishedas exploratory and descriptive. It was also used the cases’ study method allowsobtaininggreater clarity of the context of the studied phenomenon. The number of cases was fixed in obtaining the theoretical saturation. That way, five cases were selected that fulfilled the selection criterion. The results found in this research indicate that the strategic behavior of entrepreneurs occurs through their experiences and intuitions and all of them have demonstrated a sense of direction in the long term. In addition, theintervieweeshave abilities that, in their vision, allow them competitive advantage, such as: know how and market experience. These results are assertive, since the entrepreneurs have shown a significant level of formal education and a long length of activity in the market.