TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | A BUSINESS DIVERSIFICATION STRATEGY: CASE STUDY OF THE PROFARMA GROUP | ||||||||||||
| Autor(es): |
CATARINA CARNEIRO DA C BIRMARCKER |
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| Colaborador(es): |
SYLVIA THEREZINHA DE ALMEIDA MORAES - Orientador |
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| Catalogação: | 18/FEV/2021 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=51509@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=51509@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.51509 | ||||||||||||
| Resumo: | |||||||||||||
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The Profarma group was considered by Exame 2018 magazine, the 115st largest and best company in the country, the 2nd largest chain in number of stores in Rio de Janeiro and the 9th largest pharmaceutical retail chain in Brazil. The study aims to analyze the reasons why the group opted for business diversification, the positive and negative impacts that this strategy generated and the results of the business diversification strategy in a pharmaceutical company. Through bibliographic review, the work sought to analyze the studied theme and soon afterwards, the interviews carried out were compared with the theoretical framework. The main results of the study were impacts such as improved profitability and greater room for growth. In addition, according to the employees, the company ended up generating with this diversification several competitive advantages.
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