Competitividade, estratégia e desempenho financeiro: um estudo das instituições privadas de educação superior brasileiras

Abstract

This study seeks to identify the competitiveness factors that actuate over the of value creation of the private Universities in Brazil between the years 2006 and 2009. To conduct the study, nine educational institutions were analyzed: The Centro Universitário UNA, the Centro Universitário Unimonte, the Centro Universitário UNIBH, the Kroton, the Anhanguera, the Estácio de Sá, the SEB, the PUCMINAS and the PUCSP. For this work, it was adopted the following definition for the concept of competitiveness: "Competitiveness is the company's ability to formulate and implement competitive strategies that enable it to retain or increase its value creation in the face of the existing macro-environmental conditions, its market and its internal constrains and potentials.This definition has three pillars constructs: (i) competitiveness, (ii) Competitive Strategy and (iii) Value Creation. For all three constructs the present study has aimed to establish a conceptual framework with the objective of creating instruments for its evaluation. The research strategy adopted was the Multicase Study. Data collection was conducted through documental analysis, literature review, secondary data analysis and in-depth interviews. As techniques for data analysis, was adopted the Structural Equation Modeling (SEM), in particular the method of Partial Least Squares (PLS) for the quantitative treatment. For the qualitative treatment, was adopted the technique of content analysis to analyze the interviews conducted. According to the result obtained by the PLS method, it was concluded that the factors acting over the value creation of educational institutions were: Macroeconomic Factors, Social Factors, supply conditions, demand conditions and company strategy. According to the results of content analysis, it was concluded that the factors influencing the value creation of educational institutions were: the country's involvement in International Business, National Production Factors Production Macroeconomic Factors, Social Factors, Supply Conditions, Demand Conditions, Incentive Scheme and Regulatory Competition, Market Structure and Company Strategy.