FROM THE COMPETITIVE TO THE MANUFACTURING STRATEGY: A THEORETIC APPROACH

Abstract

Due to the great intensity of competition among companies, the definition and the consequent planning of strategies constitute basic necessities for organizations. The strategy works as a guide or reference to support the management in finding solution to certain problems and help reach the established goals. However, the key element for such benefits is the establishment of a competitive advantage, which could be introduced in any department of the company (manufacturing, marketing, etc). According to Hayes & Wheelwright (1984), there has been an enormous recognition that manufacture could be and excellent competitive "weapon", thus, performing a decisive role in creating competitive advantages which are difficult to be imitated by the competitors, making viable the establishment of the companies' competitive objectives. To reach those goals, however, it is necessary the development and the establishment of a strategy in manufacturing which is consistent with the company's competitive strategy. This work presents a theoretical analysis on the competitive strategy and its relation to the manufacturing strategy.