O Posicionamento Competitivo de Micro e Pequenas Empresas Brasileiras Produtoras de Carne de Frango no Complexo Agroindustrial
DOI:
https://doi.org/10.24883/IberoamericanIC.v3i2.55Keywords:
Agronegócio, Complexo Agroindustrial, Posicionamento, Micro e Pequenas Empresas, Frango, Agribusiness, Agroindustrial Complex, Positioning, Micro and Small Enterprises, ChickenAbstract
Este ensaio teórico apresenta condições para um posicionamento competitivo de micro e pequenas empresas produtoras de carne de frango no complexo agroindustrial brasileiro. Considerando a complexidade do agronegócio do frango, para um posicionamento correto destas organizações, é necessário que os gestores conheçam muito bem: o complexo agroindustrial por meio dos ambientes institucional, organizacional, consumidor e sua cadeia produtiva; a organização, identificando a sua natureza, recursos utilizados, negócio, missão e objetivos; e entendendo o processo gerencial, de modo que o gestor possa elaborar um plano diretor, definir a estruturação organizacional e de governança, buscar a profissionalização, criando uma comunicação eficiente, facilitando o desenvolvimento cultural, a motivação e a liderança, além de estabelecer um rigoroso sistema de monitoramento.
Palavras-Chave: Agronegócio. Complexo Agroindustrial. Posicionamento. Micro e Pequenas Empresas. Frango.
COMPETITIVE POSITIONING OF MICRO AND SMALL ENTERPRISES BRAZILIAN CHICKEN MEAT PRODUCERS IN COMPLEX AGRO INDUSTRY
ABSTRACT
This paper presents conditions for a competitive positioning of micro and small producers of chicken meat in Brazilian agro-industrial complex. Considering the complexity of the chicken agribusiness, for a correct positioning of these organizations requires that managers know well: the agroindustrial complex environments through institutional, organizational, customer and its supply chain, the organization, identifying the nature, resources used, business, mission and goals, and understanding the management process, so the manager can draw up a master plan, define the organizational structure and governance, seeking professionalization, creating effective communication, facilitating cultural development, motivation and leadership, and establish a rigorous monitoring system.
Key-words: Agribusiness. Agroindustrial Complex. Positioning. Micro and Small Enterprises. Chicken.
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