SHOT AT ONE TARGET, ENDED UP HITTING ANOTHER

Authors

  • Oderlene Vieira de Oliveira Universidade de Fortaleza (UNIFOR)
  • Silvana Aparecida de Aguiar Universidade de Fortaleza (UNIFOR)
  • Danielle Miranda de Oliveira Arruda Gomes Universidade de Fortaleza (UNIFOR)
  • Sérgio Henrique Arruda Cavalcante Forte Universidade de Fortaleza (UNIFOR)

DOI:

https://doi.org/10.14210/alcance.v24n1.p129-146

Keywords:

Business Strategy. Resource-Based view. Strategic Alliance.

Abstract

In this case-demonstration, the problem-situation focuses on the competition between the Market leader in medical care in the Northeast of Brazil, Cooperativa Unimed, and Hapvida, the main provider of its services in the nineteen nineties, current Market leader in the North and Northeast regions, and fifth largest health insurance provider in Brazil. This case study was developed for use by postgraduate latu sensu courses of the discipline in Business Strategy, to support the discussion of the concepts of Structural Analysis of Industry; SWOT analysis; Strategic Alliance; Porter’s Generic Strategies; Vertical Integration Strategies; Maps of Strategic Positions; and the Resource-Based View (RBV).

Author Biographies

Oderlene Vieira de Oliveira, Universidade de Fortaleza (UNIFOR)

Professora doutora do programa de pós-graduação em administração da Universidade de Fortaleza.

Silvana Aparecida de Aguiar, Universidade de Fortaleza (UNIFOR)

Mestra em Administração de Empresas

Danielle Miranda de Oliveira Arruda Gomes, Universidade de Fortaleza (UNIFOR)

Professora doutora do programa de pós-graduação em administração da Universidade de Fortaleza

Sérgio Henrique Arruda Cavalcante Forte, Universidade de Fortaleza (UNIFOR)

Professor doutor do programa de pós-graduação em administração da Universidade de Fortaleza

Published

2017-05-11

Issue

Section

Case for Teaching