Volume 3 - No 4
VERTICAL INTEGRATION AND DIVERSIFICATION OF PRODUCTS AND MARKETS: A CASE STUDY OF HOLDING BERTIN S / A
Abstract
The coordination and growth strategies, such as vertical integration, outsourcing and diversification
of products and markets, have receiving attention for its outstanding influences in the design of
competitive strategy. At this level of strategy lies the complex decision of firms to integrate
vertically, or not and produce differentiate products and markets. So, the purpose of this paper is to
analyze the reasons for choice the strategy of vertical integration and diversification of products and
markets about the holding Bertin S/A. The research can be characterized as a case study,
exploratory and descriptive. The data collection was conducted through in-depth interviews with
managers of the holding and the analysis was based on the overall analytical procedure. The main
results show that the strategies adopted by the company led to a growth in all its business divisions,
especially to meet the foreign market. The increase of the intermediate products produced by the
company has great advantages such as increased bargaining power, cost reduction, supply, pricing
and greater efficiency to meet customers and competitors.
Paper Details
PaperID: p 180-199
Author's Name: Jovira Maria Sarraceni and Mário Sacomano Neto
Volume: Volume 3
Issues: No 4
Keywords: Vertical Integration; Diversification; Coordination; Value Chain; Adding Value.
Year: 2013
Month: November
Pages: 155-179