A Coevolução entre o macroambiente e o setor sucroalcooleiro brasileiro no período de 2000 a 2010

Abstract

This study aimed to analyze the co-evolution of the macro-environmental context and the competitive context in which the sugar-alcohol companies operate from 2000 to 2010. The research problem was: how the macro environment influenced the competitive environment of sugarcane industry and vice versa during the time of the analysis? For this purpose, at first a literature review was developed to research aspects related to strategy, strategic change and co-evolution. The methodological approach adopted was: bibliographical research, documentary research, exploratory research, applied research and also qualitative research, which was done through a longitudinal study with a cross-sectional analysis of the alcoholsugar industry for this period of time. The results showed that the macro-environmental forces during the period influenced the competitive environment of the industry. Likewise, the forces of the sugar-alcohol industry influenced the macro-environment. Also, both contexts (industry and macro-environment) had an affect on how the companies develop their strategies. The macro-environmental aspects that had the most important impact on the competitive environment during the time of the analysis were: economic openness, restrictive fiscal and economic policies, Kyoto Protocol, flexible-fuel engine technology, global financial crisis in 2008, and government measures such as REUNI, PROUNI and Bolsa Família. Among the forces of the industry, the ones that influenced the macro-environment the most were: new technologies and advanced researches, the foundation of MAP and ANP, government incentives, agricultural expansion for sugarcane production, efficiency and sustainability in the industry, improvement in the image of Brazilian ethanol, high rates of industry growth, and the need for clear guidelines in the industry. Also, the properties of co-evolution were identified in the analysis of the external environment of this industry. It was concluded that all of the properties were present in both periods analyzed. The effects of co-evolution occurred in several levels, with reciprocal influence between the environments, which resulted in a positive feedback, and also influenced the strategic adaptation of the firms in the industry.