This thesis evolves around image and its significance while developing customers' loyalty and increasing company's competitiveness in a highly competitive market. The topic is studied in-depth from the organisational perspective and delves into the differing motivations of hotel operators towards shaping favourable image as well as examining how the hotel's image affects customer loyalty and helps the company to increase its competitiveness. Finally, it analyses and compares which public relations tools are the most effective in the process of image creation and developing customer loyalty. From this perspective image becomes a central issue impacting company's future growth, performance and finally success. The research was conducted on the Auckland international hotel chains. Auckland hosts numerous conferences and events that drives demand for accommodation and in a way, creates a conducive environment to hotel operators for future expansion. Thus, hotels compete strongly with one another constantly looking for a competitive advantage by growing their customer base. My thesis outlines the hotels' management efforts and analyses their strategies in the context of changing customers' demands and market trends.With respect to methodological issues, my thesis is based on a qualitative approach and follows an interpretivist paradigm. The research background has been delineated as have been my respondents' profile to provide additional information about the organisation they represent. The research findings described at the end of this thesis document how important image is for a modern hotel and what initiatives should be followed to ensure success. Image and loyalty are closely interrelated as positive image affects customers' loyalty. In order to achieve a balance between sustaining a competitive advantage and increasing loyal customer base a number of managerial implications have been discovered. Detailed analysis of these findings may help the companies to establish a more favourable position in the global market and create mutually beneficial relationships which further help the organisation to grow.Having aimed at exploring the importance of image as a medium that affects company's competitiveness and customers' loyalty towards brand, this study has provided some useful indications for hotel companies as to what should be undertaken to gain loyal customers and improve company's performance on the market.

This thesis evolves around image and its significance while developing customers' loyalty and increasing company's competitiveness in a highly competitive market. The topic is studied in-depth from the organisational perspective and delves into the differing motivations of hotel operators towards shaping favourable image as well as examining how the hotel's image affects customer loyalty and helps the company to increase its competitiveness. Finally, it analyses and compares which public relations tools are the most effective in the process of image creation and developing customer loyalty. From this perspective image becomes a central issue impacting company's future growth, performance and finally success. The research was conducted on the Auckland international hotel chains. Auckland hosts numerous conferences and events that drives demand for accommodation and in a way, creates a conducive environment to hotel operators for future expansion. Thus, hotels compete strongly with one another constantly looking for a competitive advantage by growing their customer base. My thesis outlines the hotels' management efforts and analyses their strategies in the context of changing customers' demands and market trends.With respect to methodological issues, my thesis is based on a qualitative approach and follows an interpretivist paradigm. The research background has been delineated as have been my respondents' profile to provide additional information about the organisation they represent. The research findings described at the end of this thesis document how important image is for a modern hotel and what initiatives should be followed to ensure success. Image and loyalty are closely interrelated as positive image affects customers' loyalty. In order to achieve a balance between sustaining a competitive advantage and increasing loyal customer base a number of managerial implications have been discovered. Detailed analysis of these findings may help the companies to establish a more favourable position in the global market and create mutually beneficial relationships which further help the organisation to grow.Having aimed at exploring the importance of image as a medium that affects company's competitiveness and customers' loyalty towards brand, this study has provided some useful indications for hotel companies as to what should be undertaken to gain loyal customers and improve company's performance on the market.

Since the institution of the New Economic Policy (NEP) in 1971 and beyond its end in 1990, the Malaysian government has had mixed successes in developing Malay entrepreneurship. Despite on-going of privileges and assistance and the government’s concerted efforts and initiatives, Malay entrepreneurship still continues to lag behind that of the Chinese. This study centres on the challenges faced by the Government of Malaysia in the promotion of Malay entrepreneurial development. Based on interviews with diverse people, both within and outside the government, the study reveals that Malay entrepreneurial development is a complex process confronted by many issues and problems. The study also reveals that government privileges and assistance to Malays to promote entrepreneurship do not help much in boosting an entrepreneurial culture nor do they help them in enhancing entrepreneurial competitiveness and achievement. Instead, such privileges and assistance have conversely made the Chinese more resilient and competitive entrepreneurially but discriminative against the Malays. This conclusion confirms the proposition that “state assistance in the form of an affirmative action to an economically-challenged sector of society does little to create entrepreneurship; rather it challenges rival economic groups to sharpen their own competitiveness”. Finally, the study is able to indicate that Malay entrepreneurship differs slightly from the conventional Western concepts of entrepreneurship. The differences are largely due to the historical background of the Malays as a communitarian society; as Muslims; as a society still divided along class lines and as a status conscious community.

Submitted by SELMA LETÍCIA CAPINZAIKI OTTONICAR null (selma.leticia@hotmail.com) on 2016-04-19T12:27:44Z No. of bitstreams: 1 Dissertação PDF.pdf: 3907070 bytes, checksum: 875089f88bc087ec1ee465d4fa704b9e (MD5) / Approved for entry into archive by Ana Paula Grisoto (grisotoana@reitoria.unesp.br) on 2016-04-20T18:34:07Z (GMT) No. of bitstreams: 1 ottonicar_slc_me_mar.pdf: 3907070 bytes, checksum: 875089f88bc087ec1ee465d4fa704b9e (MD5) / Made available in DSpace on 2016-04-20T18:34:07Z (GMT). No. of bitstreams: 1 ottonicar_slc_me_mar.pdf: 3907070 bytes, checksum: 875089f88bc087ec1ee465d4fa704b9e (MD5) Previous issue date: 2016-04-15 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Com o rápido desenvolvimento das tecnologias de informação e comunicação, a sociedade tem a sensação de que a informação se tornou algo tangível, ser armazenada por meio de distintos tipos de softwares. Entretan tpoo, iso posdeeu processamento e apropriação dependem das condições cognitivas de cada indivíduo, envolvendo desde o acesso até o uso inteligente da informação para, consequentemente, haver a construção de conhecimento. No ambiente empresarial há constante aprendizado informacional, uma vez que todas as decisões dependem de informações. Nessa perspectiva, os problemas que nortearam esta dissertação spãeoq ureenlaoc ipoonrated oss ea so rgsaengiuzianrteems qeumes tcõleuss:t eOrs qeu eq ulaelv aa ains fluinêdnúcsiatr iadse sdsee mtipicor o dee organização, no que tange a competitividade? A competência em informação dos goergsatonrizeasd aés eumm cdluifsetreern?c iQaul acl oam rpeelatiçtiãvoo epnatrrea aa sc ominpdeútsêtnricaisa edme ienlfeotrrmoealçeãtroô ndiocos gestores dessas indústrias e a competitividade empresarial? Existe semelhança entre as características da competência em informação dos gestores nas diferentes indústrias em foco? Os objetivos visam analisar as características e a situação da ceo pmepqeuteênnoc iap oermte inofrogramnaizçaãdoa sd ee mge sctloursetesr d, ec onmívoe l deifsetrreantécgiaicl oc odmasp eintditiúvsot.r iaEsm d ere mlaiçcãroo amoicsr oo beje tpiveoqsu eensop epcoífritceo so rbguasncizoaud-ases : eam) Acnlaulsistearrs ;a bl)i teArnaatulirsaa rs oab rree lainçdãúos terinatsr e dae ceostmupdeot êdnec icaa esom juinnftoor maaoç ãcolu set ear dcoams pinedtiútisvtidriaads ed ee ae leintroovealeçãtroô;n icc)o sd edsae nCviodlavedre udme Garça, Estado de São Paulo, a fim de identificar e compreender essas interrelações. Como procedimentos metodológicos, realizou-se uma revisão bibliográfica gqeuset ãsou bdsoid iocuo nah eecliambeonrtaoç,ã oc ludsote rrse feer enccoimalp etetêónriccioa seombr ei ngfoersmtãaoç ãdoa; ain fopremsaqçuãisoa, documental que serviu para elaborar a caracterização e histórico do universo de pesquisa; e o estudo de caso múltiplo, abrangendo um conjunto de 11 (onze) indústrias de micro e pequeno porte do ramo de eletroeletrônico associadas a Associação Comercial e Industrial de Garça. Os resultados demonstram que a competência em informação é um fator de influência para a obtenção da competitividade empresarial destas indústrias e, portanto, contribui efetivamente para a sobrevivência das empresas no mercado. / With the rapid development of information and communication technologies, the society has the feeling that the information has become something tangible, it can be stored using different software types. However, its processing and appropriation depend on the cognitive conditions of each individual, ranging from access to the intelligent use of information to consequently be the construction of knowledge. In the business environment there is constant informational learning, since all decisions depend on information. From this perspective, the issues that guided this thesis are related to the following questions: What makes the micro and small industries organize themselves into clusters and what influence of this kind of organization, in regard to competitiveness? The manager’s information literacy is a competitive differential for the electronics industries organized into clusters? What is the relationship between the manager’s information literacy of these industries and business competitiveness? There is similarity between the manager’s information literacy characteristics in different industries in focus? The objectives are to analyze the characteristics and state of manager’s information literacy at the strategic level from micro and small industries organized into cluster, as a competitive differential. In relation to the specific objectives sought to: a) review the literature concerning micro and small industries organized into clusters; b) analyze the relationship between information literacy and competitiveness and innovation; and c) develop a case study by the electronics industries cluster in Garça City, São Paulo State, in order to identify and understand these interrelationships. As methodological procedures, we carried out a literature review which subsidize the elaboration of the theoretical reference of information management, knowledge management, clusters and information literacy; documentary research which served to prepare the characterization and historical research universe; and multiple case study, including a group of eleven (11) micro and small industries of electronics sector associated in the Commercial and Industrial Association of Garça. The results demonstrate that the information literacy is a factor of influence to obtain the business competitiveness of these industries and therefore effectively contributes to the survival of companies in the market.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Given the context of a growing stake in the Brazilian economy's service sector, contributing to increased competitiveness, innovation in services is an issue that demands to be studied in greater depth and understanding. On the way to work together to advance the number of searches is that this work was proposed to develop a proposal for diagnosis of innovation and competitiveness in the service sector. To meet this objective the research developed in the literature review in a comprehensive, covering the terms of service, innovation and competitiveness, with an integrated knowledge base of the proposal. The research strategy adopted was to action research, a qualitative analysis for the study of the unit under investigation. The proposed diagnosis developed seeks to direct the model presented by the Center for Innovation and competitiveness in the sector under study, and development geared to the five factors: Production, Technology, Human Resources, Finance and Marketing. After having constructed the model and its application demonstrated dynamically, its validity, presenting as a diagnostic tool productive and practical to support consultants and managers in evaluating global companies, allowing also analyze the performance of the company in developing a competitive positioning considering all the dimensions given in the diagnosis. This work eventually helped to fill the gap identified by articulating a set of reports related to services in the development of the proposed diagnosis. / Dado o cenário de crescimento da participação na economia Brasileira do setor de serviço, contribuindo para uma maior competitividade, a inovação em serviços é um tema que demanda ser estudado com maior compreensão e aprofundamento. No caminho de colaborar para o avanço do número de pesquisas é que foi proposto este trabalho para o desenvolvimento de uma proposta de diagnóstico da inovação e competitividade para o setor de serviços. Para atender esse objetivo a pesquisa desenvolveu a revisão da literatura de maneira abrangente, cobrindo os termos serviço, inovação e competitividade, apresentando uma base de conhecimento integrado a proposta. A estratégia de pesquisa adotada foi à pesquisa-ação, para uma análise qualitativa do estudo da unidade em investigação. A proposta de diagnóstico desenvolvida buscou direcionar o modelo apresentado pelo Núcleo de Inovação e competitividade, ao âmbito do setor em estudo, sendo seu desenvolvimento orientado aos cinco fatores: Produção, Tecnologia, Recursos Humanos, Finanças e Marketing. Depois de construído o modelo, sua aplicação demonstrou de forma dinâmica, a sua validade, apresentando-se como um instrumento de diagnóstico produtivo e prático no sentido de apoiar consultores e gestores na avaliação global de empresas, permitindo também analisar a atuação da empresa no desenvolvimento de formas competitivas de posicionamento considerando todas as dimensões atribuídas no diagnóstico. Este trabalho, por fim, colaborou para preencher a lacuna identificada ao articular um conjunto de literatura direcionada aos serviços no desenvolvimento da proposta de diagnóstico.

Made available in DSpace on 2017-07-10T16:05:01Z (GMT). No. of bitstreams: 1 Ariane.pdf: 3732159 bytes, checksum: 8c23997cdbdd2fa4cf3d8b5cc970076c (MD5) Previous issue date: 2016-03-09 / The objective of this study is to investigate the influence of organizational learning and intellectual capital on competitiveness and business mortality of organizations participating in the Bom Negócio Paraná Program. The importance of this study is related to the theoretical, empirical and social contributions it brings to the scientific community and society. The study is positivist; with quantitative and descriptive approach and was conducted through desk research and a survey applied to a sample of 266 entrepreneurs with a response rate of 60% of the sample enabled by the nucleus of Cascavel. The questionnaire was composed of indicators from three different authors: Steil (2002), Bontis (1999) and Gold, Malhotra e Segars (2001). To examine the hypothesis of this study and validity of the model, it was adopted the Partial Least Square PLS statistical analysis proposed by Wold (1966), based on the methodology of Dal Vesco, Popik e Beuren (2012). In general, the results showed that the elements of organizational learning when working in isolation are not capable of generating competitive advantage or reducing business mortality rates. Regarding the intellectual capital, when the company invests in any one of its elements it can contribute to increase competitiveness, although the elements of intellectual capital by themselves are not enough to cause business death. This research also found that business competitiveness affects negatively business mortality. By the results of the analysis of the variables relationships considered in this study, it was concluded that the results are in accordance with the low business mortality rate after PBNP capacitation of entrepreneurs. As suggestions for future work, we suggest the application of this model in other PBNP centres in the state of Paraná, and the comparison of results obtained by this model between classes trained in person and via distance mode. / O presente trabalho tem por objetivo verificar a influência da Aprendizagem Organizacional e do Capital Intelectual na competitividade e na mortalidade das empresas participantes do Programa Bom Negócio Paraná. A importância deste estudo está relacionada às contribuições teóricas, empíricas e sociais. A pesquisa de caráter positivista, com abordagem quantitativa e cunho descritivo foi realizada por meio de pesquisa documental e uma survey, em uma amostra de 266 empresários, e uma taxa de resposta de 60% da amostragem dos capacitados pelo núcleo de Cascavel. Aplicou-se aos respondentes um questionário composto pelos indicadores provenientes do Modelo de Mensuração de Aprendizagem Organizacional de Steil (2002), do Modelo de Mensuração do Capital Intelectual de Bontis (1997) e do Modelo de Mensuração da Competitividade Empresarial de Gold, Malhotra e Segars (2001). Para analisar as hipóteses deste estudo e validade do modelo elaborado, adotou-se a análise estatística proposta por Wold (1966), Partial Least Square PLS com a metodologia Dal Vesco, Popik e Beuren (2012). De maneira geral, os resultados demonstraram que os elementos de aprendizagem organizacional, quando trabalhado de maneira isolada, não são capazes de gerar vantagem competitiva ou reduzir a mortalidade empresarial. Em relação ao capital intelectual, o investimento em qualquer um de seus elementos, em qualquer que seja, contribui para a competitividade empresarial, porém, isoladamente, esses não são suficientes para causar mortalidade empresarial. Constatou-se também que, a competitividade reage de maneira negativa à mortalidade empresarial. Conclui-se que, o resultado das análises das interações das variáveis consideradas pelo presente estudo, está em conformidade com o baixo índice de mortalidade das empresas participantes do PBNP após a capacitação. Como sugestões para trabalhos futuros, sugere-se a aplicação deste modelo às demais unidades do PBNP espalhadas pelo Paraná, e a comparação dos resultados obtidos por esse modelo entre as turmas capacitadas presencialmente e via modalidade a distância.

Orientador: Marta Lígia Pomim Valentim / Banca: Helen de Castro Silva Casarin / Banca: Wanda aparecida Machado Hofmann / Resumo: O cenário contemporâneo globalizado afeta substancialmente todos os segmentos da sociedade, especialmente as empresas. Nesse contexto, as microempresas merecem destaque, pois são responsáveis pela economia de uma determinada cidade ou região e, portanto, torna-se relevante sua investigação devido ao seu caráter empreendedor. No entanto, poucas pesquisas são aplicadas no âmbito das microempresas no que tange aos aspectos da competitividade empresarial e do uso de informações estratégicas para a tomada de decisão. Além disso, as empresas geralmente desconhecem os métodos, as técnicas e as tecnologias de informação e comunicação (TICs) para a realização das atividades de prospecção e monitoramento informacional, as quais possibilitam identificar e acompanhar informações, permitindo uma tomada de decisão mais assertiva com a utilização de informação estratégica, o que contribui para a competitividade empresarial. Dessa forma, objetivou-se analisar os métodos formais e informais de prospecção e monitoramento informacional, por meio de um roteiro de entrevista aplicado às microempresas do ramo óptico associadas à Associação Comercial e Industrial de Marília (ACIM) pertencentes ao Núcleo Especializado de Ópticas de Marília (NEOM). Teve-se como base um modelo de prospecção e monitoramento informacional, bem como aspectos relacionados ao comportamento informacional que permitiram compreender como as empresas lidam com informação em seus negócios, e também questões inerentes ao futuro das empresas, por meio da percepção de cenários futuros. A análise dos dados foi realizada utilizando-se do método 'Análise de Conteúdo'. Os resultados foram apresentados detalhadamente por categorias de análise e também sinteticamente por empresas, visando nesse último caso fornecer o perfil de cada... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: The contemporary global scenario significantly affects all segments of the society, particularly business. In this context, small-sized business noteworthy because they are responsible for the economy in a particular city or region and, therefore, becomes relevant their research because of its entrepreneurial character. However, few studies are implemented under the small-sized business aspects in terms of business competitiveness and the use of strategic information for decision making. Moreover, companies generally unaware of the methods, techniques and information and communication technologies (ICTs) to perform activities of information scanning and information mining, which enables to identify and track information, allowing decisionmaking more assertive with use of strategic information, which contributes to business competitiveness. This work aimed to analyze the formal and informal methods of information scanning and information mining, through a structured interview applied to small-sized business in the optical sector associated with the Associação Comercial e Industrial de Marília (ACIM) belonging to the Núcleo Especializado de Ópticas de Marília (NEOM). It had to be based on an information scanning and information mining model, as well as aspects related to information behavior that allowed us to understand how companies deal with information in their business, as well as issues relating to the future of companies, through the perception of future scenarios. The data analysis was performed using the method 'Content Analysis'. The results were presented in detail by analysis category and also synthetically by companies, in order to provide this latter case the profile of each NEOM company. We identified the key information needs and information sources used by managers, given its informal practice in scanning and mining... (Complete abstract click electronic access below) / Mestre

Made available in DSpace on 2015-04-16T15:23:31Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1471459 bytes, checksum: 523f737e99c917396a8f188abf3db5b2 (MD5) Previous issue date: 2014-02-21 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / Contemporary society deals with the challenge of managing a significant amount of information which is necessary to carry out the activities of citizens in their daily and professional life. Thus, companies deal with the challenge of managing their growing information flow, which starts with data collection and proceeds to the dissemination. From this perspective, this paper aims to analyze the skills of the managing librarian as strategic tools to aid business competitiveness, especially in Brazil's Micro and Small Business Support Service - Ceará (Sebrae - CE) Metropolitan Regional branch. Thereafter, operational goals are: (1) identifying the activities carried out by the librarian in the business information management process in that context; (2) identifying the skills and competences of the librarian in information management; (3) analyzing the contribution of the librarian as information manager for business competitiveness by making information available to the institution's clients. In order to achieve the aforementioned goals, theoretically, we studied the fundamental items for understanding the reality considered, such as conceptualization/evolution, intertwinements and interdisciplinarity existing between library science, documentation and information science. Additionally, the study includes information management (IM) intrinsic aspects, such as the distinction between data, information and knowledge and information management processes. Discussion on the competencies of the librarian in business information management is also explored. That requires an analysis of IM referred to by authors like Beuren (2000), Choo (2006), Davenport (1998), McGee and Prusak (1994). The importance of IM and knowledge management (KM) presented by Barbosa (2008) and Valentine (2004), and information management as a component of competitiveness, according to Silva (2001), is also emphasized. Methodologically, the research is qualitative and quantitative, having exploratory nature. It is a case study on SEBRAE - CE Metropolitan Regional branch. The research used interviews and questionnaires with librarians and external users (entrepreneurs and aspiring entrepreneurs) of the Center for Documentation and Information (CDI), respectively. Given the particularities and characteristics of the population, simple (probabilistic) random sampling process was adopted, whereas the selection of respondents is based upon a convenience sample (non-probabilistic). We draw on content analysis of the data collected in the search for answers to the objectives. From the research it may be inferred that the librarian's activities in the IM process consists in the identification of information needs, acquisition, organization, storage, distribution, and dissemination process. It is noteworthy that the librarian, throughout his/her formation and training, acquires skills and competencies that enable him/her to deal with information management. In addition, the librarian contributes significantly to business competitiveness by providing information, because it is consensual that users recognize the importance of the librarian in the IM process. / A sociedade contemporânea lida com o desafio de gerenciar significativo volume de informações necessárias à realização das atividades dos cidadãos em sua vida cotidiana e profissional. Nesse contexto, as empresas lidam com o desafio de administrar seu crescente fluxo informacional, que se inicia com a coleta de dados e caminha até a disseminação. Sob esta ótica, objetiva-se analisar as competências do bibliotecário gestor como ferramentas estratégicas de auxílio à competitividade empresarial, em especial, no âmbito do Serviço Brasileiro de Apoio às Micro e Pequenas Empresas Ceará (SEBRAE-CE) Regional Metropolitano. A partir de então, são objetivos operacionais: (1) identificar as atividades realizadas pelo bibliotecário no processo de gestão da informação empresarial no referido contexto; (2) identificar as habilidades e competências do bibliotecário no gerenciamento da informação; (3) analisar a contribuição do bibliotecário como gestor da informação para a competitividade empresarial ao disponibilizar informações para os usuários dessa instituição. Para a consecução dos objetivos enunciados, teoricamente, estudam-se itens fundamentais ao entendimento da realidade estudada, tal como conceituação / evolução, entrelaçamentos e interdisciplinaridade existente entre biblioteconomia, documentação e ciência da informação. Também o estudo contempla aspectos intrínsecos à GI, como a distinção entre dados, informação e conhecimento e os processos de gestão da informação. Acrescenta-se discussão acerca das competências do bibliotecário na gestão da informação empresarial. Para tanto, analisa-se a GI referenciada por autores, como Beuren (2000); Choo (2006); Davenport (1998); McGee e Prusak (1994). Enfatiza, ainda, a importância da GI e da gestão do conhecimento (GC) apresentada por Barbosa (2008) e Valentim (2004), além de apresentar a gestão da informação como um dos componentes da competitividade, segundo Silva (2001). Em termos metodológicos, a pesquisa apresenta-se como quali-quantitativa, de cunho exploratório. Constitui-se como estudo de caso e tem como ambiente de pesquisa o SEBRAE-CE Regional Metropolitano. O universo da pesquisa compreende os bibliotecários e usuários externos (empresários e aspirantes a empresários) do Centro de Documentação e Informação (CDI) do Regional Metropolitano a quem são aplicados, respectivamente, entrevistas e questionários. Diante das especificidades e características da população, adota-se o processo de amostragem aleatória simples (probabilística), enquanto a seleção dos entrevistados se dá baseada numa amostra por conveniência (não probabilística). Recorre-se à análise de conteúdo dos dados coletados na busca de respostas aos objetivos. A partir da pesquisa infere-se que as atividades realizadas pelo bibliotecário no processo de GI consistem no processo de identificação das necessidades de informação, aquisição, organização, armazenamento, distribuição e disseminação da informação. Ressalta-se que o bibliotecário, ao longo de sua formação, adquire habilidades e competências que o permitem lidar com a gestão da informação. Além disto, o bibliotecário contribui significativamente para a competitividade empresarial ao disponibilizar informações, pois os usuários são unânimes ao reconhecerem a importância do bibliotecário no processo de GI.

La presente investigación tuvo como principal objetivo: Determinar si existe relación directa entre las estrategias genéricas y la competitividad de las empresas del sector inmobiliario Lima Top año 2020. Para ello, dentro de la metodología se hizo uso de un alcance correlacional, bajo un enfoque cuantitativo; mientras que para la recolección de información se utilizó la técnica de la encuesta donde se elaboraron dos cuestionarios, uno para cada variable. En los principales resultados se obtuvo que la estrategia del enfoque es la más empleada con el 65% que se mostró de acuerdo y muy de acuerdo, mientras que respecto a la competitividad, la dimensión externa fue la que presentó mayor relevancia según el 72% de los encuestados que se mostraron de acuerdo y muy de acuerdo; además se pudo verificar que, las dimensiones de la variable estrategias genéricas, que fueron las estrategias de liderazgo en costos, diferenciación y enfoque se relacionan de forma significativa y directa con la competitividad. Finalmente se pudo concluir que las estrategias genéricas tienen una relación directa y significativa con la competitividad de las empresas del sector inmobiliario Lima Top, año 2020, donde el empleo de las estrategias genéricas tanto de liderazgo en costos, diferenciación como enfoque se han visto reflejado en la actual competitividad de las inmobiliarias. Se recomendó que estas empresas puedan verificar de forma frecuente sus costos y gastos, a fin de realizar una mejor planificación y así prever gastos innecesarios, así como optar por diferentes actividades para sobresalir entre su competencia e identificar de forma óptima su mercado objetivo. En los hallazgos se obtuvo que cada estrategia está relacionada con la competitividad del sector inmobiliario, puesto que las empresas producto de la pandemia pueden estar usando un mix de los aspectos característicos de las diferentes estrategias. / The main objective of this research was: To determine if there is a direct relationship between generic strategies and the competitiveness of companies in the Lima Top real estate sector in 2020. For this, within the methodology, a correlational scope was used, under a quantitative approach; while for the collection of information the survey technique was used where two questionnaires were elaborated, one for each variable. In the main results, it was obtained that the approach strategy is the most used with 65% who agreed and strongly agreed, while regarding competitiveness, the external dimension was the one that presented the greatest relevance according to 72% of respondents who agreed and strongly agreed; In addition, it was possible to verify that the dimensions of the generic strategies variable, which were cost leadership strategies, differentiation and focus, are significantly and directly related to competitiveness. Finally, it was possible to conclude that generic strategies have a direct and significant relationship with the competitiveness of companies in the real estate sector Lima Top, year 2020, where the use of generic strategies for both cost leadership, differentiation and focus have been reflected in the current competitiveness of real estate. It was recommended that these companies be able to frequently check their costs and expenses, to carry out better planning and thus anticipate unnecessary expenses, as well as opt for different activities to stand out among their competition and optimally identify their target market. The findings show that any company that employs any of the generic strategies will be reflected in its competitiveness within the real estate sector. / Tesis

En los últimos años se ha visto el crecimiento de las mypes en el Perú, las cuales aportan un porcentaje significativo en el PBI, pero muchas de ellas carecen de los conocimientos técnicos para poder crecer en los años posteriores y en muchos casos las empresas pueden quebrar. La presente tesis refiere a las estrategias competitivas y su relación con la competitividad de las mypes de la ciudad de Chachapoyas, en cual se realizó un análisis completo de todas las dimensiones que abarcan estas estrategias. Asimismo, se realizaron encuestas a una muestra de las micro y pequeñas empresas en la ciudad de Chachapoyas en las cuales arrojaron resultados positivos, demostrando que en su gran mayoría ejecutan acciones relacionadas a estas estrategias pero no conocen los conceptos técnicos que les pueden ayudar a ser aún más competitivas en el corto, mediano y largo plazo. / In recent years, the growth of MSEs has been seen in Peru, which contribute a significant percentage to GDP, but many of them lack the technical knowledge to be able to grow in subsequent years and in many cases companies can fail. This thesis refers to competitive strategies and their relationship with the competitiveness of MSEs in the city of Chachapoyas, and also it makes a complete analysis of all the dimensions that these strategies encompass. In adittion, surveys were conducted on a sample of micro and small businesses in the city of Chachapoyas in which they yielded positive results, showing that the vast majority of them carry out actions related to these strategies but do not know the technical concepts that can help them to be even more competitive in the short, medium and long term. / Tesis