A influência de recursos e capacidades na estratégia de diferenciação em padarias de Maringá/PR

This article's purpose is to comprehend the resources and capacities contributions for the differentiation strategy in bakeries in Maringá. For that, the differentiation strategies used by the studied bakeries were described and also identified their resources, capacities and competitive potential. Theoretically was used as a base the Resource Based View (RBV), which discusses the resources and capabilities as a source of competitive advantage for the company.  The VRIO framework, proposed by the RBV that deals with the value, rarity, immobility and resources organizations, was also applied. Methodologically, a multiple case study was carried out, through a theoretical-empirical research, of a qualitative and descriptive nature, applying semi-structured changes with managers of the bakeries participating in the study. The results demonstrate that the bases which take some bakeries to present a more evident differentiation strategies are location and reputation. It was also identified that the resources with bigger capacities to bring a sustainable competitive advantage are the physical, human and organizational. It is concluded that the best use of resources generates a greater number of differentiation bases.O objetivo deste artigo é compreender a contribuição de recursos e capacidades para a estratégia de diferenciação em padarias de Maringá. Para tanto, foram descritas as estratégias de diferenciação utilizadas pelas padarias estudadas, bem como explicitados os recursos e capacidades presentes e o seu potencial competitivo. A perspectiva teórica foi pautada na Visão Baseada em Recursos (VBR), que discute recursos e capacidades internos como fonte de vantagens para a empresa. O Modelo VRIO, proposto pela VBR, que trata da questão do valor, da raridade, da imobilidade e da organização dos recursos, também foi aplicado. Metodologicamente, foi realizado um estudo de casos múltiplos, por meio de uma pesquisa teórico-empírica, de natureza qualitativa e do tipo descritiva, aplicando-se entrevistas semiestruturadas com gestores das padarias participantes do estudo. Os resultados apresentam que as padarias estudadas apresentam uma estratégia de diferenciação mais evidente nas bases de localização e reputação. Identificou-se, ainda, que os recursos com maior capacidade de trazer vantagem competitiva sustentável são os físicos, humanos e organizacionais. Concluiu-se que um melhor aproveitamento de recursos gera um maior número de bases de diferenciação.   ABSTRACT This article's purpose is to comprehend the resources and capacities contributions for the differentiation strategy in bakeries in Maringá. For that, the differentiation strategies used by the studied bakeries were described and also identified their resources, capacities and competitive potential. Theoretically was used as a base the Resource Based View (RBV), which discusses the resources and capabilities as a source of competitive advantage for the company.  The VRIO framework, proposed by the RBV that deals with the value, rarity, immobility and resources organizations, was also applied. Methodologically, a multiple case study was carried out, through a theoretical-empirical research, of a qualitative and descriptive nature, applying semi-structured changes with managers of the bakeries participating in the study. The results demonstrate that the bases which take some bakeries to present a more evident differentiation strategies are location and reputation. It was also identified that the resources with bigger capacities to bring a sustainable competitive advantage are the physical, human and organizational. It is concluded that the best use of resources generates a greater number of differentiation bases