Recursos estratégicos no setor de serviços: Um estudo sobre a diferenciação entre as nutricionistas da cidade de Maringá: A study about the differentiation between nutritionists in the city of Maringá

• Autores: Marina de Souza Bastos, Cleiciele Albuquerque Augusto
• Localización: Revista Expectativa, ISSN-e 1982-3029, Vol. 21, N. 4, 2022 (Ejemplar dedicado a: Revista Expectativa), págs. 59-87
• Idioma: portugués
• Títulos paralelos:
  • Recursos estratégicos en el sector servicios: un estudio sobre la diferenciación entre nutricionistas en la ciudad de Maringá
  • Ressources stratégiques dans le secteur des services: Une étude sur la différenciation entre les nutritionnistes de la ville de Maringá
  • Strategic resources in the services sector: A study about the differentiation between nutritionists in the city of Maringá
• Enlaces
  • Texto completo
• Resumen
  • español

    El propósito de este artículo es comprender cómo los recursos, las bases de diferenciación (BD) y las redes sociales pueden construir un enfoque estratégico basado en la diferenciación de los nutricionistas. Para ello, se identificaron las principales bases de diferenciación presentes en el trabajo de los nutricionistas investigados, así como los principales recursos de las firmas seleccionadas, con el fin de analizar su potencial competitivo, en función de su valor, rareza e imitabilidad. Metodológicamente, se eligió una investigación cualitativa y descriptiva, involucrando entrevistas semiestructuradas con los siete nutricionistas más seguidos en Instagram en la ciudad de Maringá. Los resultados mostraron que la principal base de diferenciación explorada es el marketing de contenidos, así como la personalización de los servicios prestados. En cuanto a los recursos, se observó que los más importantes son los recursos humanos y físicos, especialmente los tecnológicos. Con el tiempo, se constató que el pionerismo puede contribuir a la ventaja competitiva de las empresas investigadas, tanto en términos de liderazgo tecnológico como de enfoque profesional sin precedentes. Se concluye que las redes sociales ayudan en la captación de clientes y creación de públicos objetivos, además de auxiliar en la comunicación sobre la personalización de la atención de los nutricionistas, a pesar de que el número de seguidores no está directamente relacionado con la posesión de recursos estratégicos y el potencial competitivo de las empresas.

  • português

    O objetivo deste artigo é compreender como os recursos e capacidades, influenciam na estratégia de diferenciação de nutricionistas que atuam na cidade de Maringá. Para tanto, identificou-se as principais bases de diferenciação presentes no trabalho das nutricionistas investigadas, bem como os principais recursos das firmas selecionadas, a fim de analisar o seu potencial competitivo, com base em seu valor, raridade e imitabilidade. Metodologicamente, optou-se por uma pesquisa qualitativa e descritiva, envolvendo a realização de entrevistas semiestruturadas com sete nutricionistas mais seguidas no Instagram da cidade de Maringá. Os resultados evidenciaram que a principal base de diferenciação explorada é o marketing de conteúdo, bem como a customização dos serviços fornecidos. Quanto aos recursos, observou-se que os mais importantes são os recursos humanos e físicos, notadamente os tecnológicos. Em tempo, verificou-se que o pioneirismo pode contribuir para a vantagem competitiva das empresas investigadas, tanto em termos de liderança tecnológica, como pela abordagem profissional inédita. Conclui-se que as mídias sociais auxiliam na captação do cliente e na criação de públicos-alvo, além de auxiliarem na comunicação quanto a personalização dos atendimento das nutricionistas, apesar do número de seguidores não estar diretamente relacionado à posse de recursos estratégicos e ao potencial competitivo das empresas.

        ABSTRACT   The purpose of this article is to understand how resources, bases of differentiation (BD), and social media can build a strategic approach based on the differentiation of nutritionists. In order to do so, the main differentiation bases present in the work of the investigated nutritionists were identified, as well as the main resources of the selected firms, in order to analyze their competitive potential, based on their value, rarity, and imitability. Methodologically, qualitative and descriptive research was chosen, involving semi-structured interviews with the seven most followed nutritionists on Instagram in the city of Maringá. The results showed that the main differentiation base explored is content marketing, as well as the customization of the services provided. As for resources, it was observed that the most important are human and physical resources, especially technological ones. In time, it was found that pioneering can contribute to the competitive advantage of the investigated companies, both in terms of technological leadership and the unprecedented professional approach. It is concluded that social media help in attracting customers and creating target audiences, in addition to assisting in communication regarding the personalization of nutritionists' care, despite the number of followers not being directly related to the possession of strategic resources and the potential competitive of companies.

  • English

    The purpose of this article is to understand how resources, bases of differentiation (BD) and social media can build a strategic approach based on the differentiation of nutritionists. In order to do so, the main differentiation bases present in the work of the investigated nutritionists were identified, as well as the main resources of the selected firms, in order to analyze their competitive potential, based on their value, rarity and imitability. Methodologically, a qualitative and descriptive research was chosen, involving semi-structured interviews with the seven most followed nutritionists on Instagram in the city of Maringá. The results showed that the main differentiation base explored is content marketing, as well as the customization of the services provided. As for resources, it was observed that the most important are human and physical resources, especially technological ones. In time, it was found that pioneering can contribute to the competitive advantage of the investigated companies, both in terms of technological leadership and the unprecedented professional approach. It is concluded that social media help in attracting customers and creating target audiences, in addition to assisting in communication regarding the personalization of nutritionists' care, despite the number of followers not being directly related to the possession of strategic resources and the potential competitive of companies.