Strategy and competitive advantages in Brazilian telecommunications: a multiple case study from 1999 to 2007

  • Rodolfo Ribeiro Pontifícia Universidade Católica de São Paulo
  • Marcelo Moraes Garcia Pontifícia Universidade Católica de São Paulo
  • Alexandre Luzzi Las Casas Pontifícia Universidade Católica de São Paulo
Keywords: Competitive Advantage, Strategy, Telecommunications

Abstract

This article analyzes Brazilian telecommunications companies after privatization, from 1999-2007, to compare reasons for best and worst economic performances. Main indexes showed sector growth after privatization in 1998. Profitability rankings based on criteria by Matarazzo (1997) were studied as well as a subsequent review of selected multiple cases of best and worst performances. Reasons for best performance were a strategy to reduce costs and control intangible assets, implemented in a strong organizational culture with a focus on improving financial results. Worst performance was due to mistaken strategies related to the market technological standard and investment in indexes of questionable profitability, such as market share. Telefonica and Vivo were to be the best and worst, respectively.

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Published
2010-09-01
How to Cite
Ribeiro, R., Garcia, M., & Las Casas, A. (2010). Strategy and competitive advantages in Brazilian telecommunications: a multiple case study from 1999 to 2007 . REGE Revista De Gestão, 17(3), 297-312. https://doi.org/10.5700/issn.2177-8736.rege.2010.36709
Section
Estratégia Empresarial