A relevância da geografia no estudo da estratégia de negócios em empresas não localizadas em aglomerados geográficos
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2023-10-30
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Brito, Luiz Artur Ledur
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This research aims to investigate the influence of geographical factors on the competitiveness of non-agglomerated firms, with a focus on investigating spatial technology diffusion strategies. While the existing literature extensively explores the advantages of firms located in business agglomerations, there is a relative scarcity of research addressing the competitiveness of nonagglomerated firms. This study seeks to amplify the understanding of the interrelationship between geography and business strategy studies in this field, promoting and incorporating geographical analysis models based on the theory of spatial diffusion of innovations and geoeconomic conceptions of regional economy space, and exploring the use of spatial statistical methods and theories of attention-based view (ABV) as bases for strategic analysis. The empirical basis of this research lies in the investigation of the technology diffusion strategies adopted by national incumbent companies and small and medium-sized internet service providers (ISP) to reach end customers in the fixed broadband market in Brazil. This study is structured in three distinct articles: the first article provides a comprehensive review of the literature and proposes a taxonomy of spatial technology diffusion strategies; the second article uses spatial statistical analysis methods to explore the diffusion patterns and spatial dependence of the technology propagation waves by national incumbent companies and ISP; the third article carries out a multiple case study to investigate the reasons behind the loss of territorial dominance and market share by traditional incumbent companies in the face of ISP growth. The findings of this set of articles highlight the relevance of geography in understanding competitiveness. The literature review points to a majority and representative group of studies that reinforce such importance, even among non-agglomerated companies, although the literature is more limited. The results of the quantitative analyses of the empirical case study show that the waves of diffusion of fixed broadband technology, driven by the strategies of incumbent companies and ISP, are spatially dependent, but with different propagation patterns. In addition, the qualitative study highlights how contextual geographical structures and geospatial conceptions present in the knowledge structures of incumbent companies limit their space and attentional focus. This work proposes that this limitation results in inadequate evaluations of ISP strategies, ultimately leading to a loss of geographic dominance and a challenge to their market leadership. In conclusion, this research contributes to the understanding of the influence of geography on the competitiveness of non-agglomerated companies, providing a better understanding of the interaction of geographical and strategic factors in the spatial diffusion of technology and, specifically, in the competitive dynamics of the fixed broadband sector in Brazil.