O ambiente de negócios e a estratégia de incorporadoras do setor imobiliário: um estudo de casos múltiplos em Porto Alegre

Abstract

The research analyzes the strategies adopted by real state developers of the city of Porto Alegre, facing the alterations that occur in the environment, and presents a literature review approaching the external environment, through the macroenvironment, sectorial analysis, fragmented industries, alliances and verticalisation; as well as the internal environment, via the themes of competitive advantage, value chain, and competitive strategies. The dissertation presents a research with a descriptive-exploratory character, with a qualitative approach, using multiple-case studies, collecting data through information of commercial associations, specialized magazines, economy and statistic departments, and studies about the construction industry, in addition to semi-structured interviews applied to the representatives of three real state development companies that have as market the city of Porto Alegre, in the state of Rio Grande do Sul. This study examines the data about the external environment emphasizing the q