Resumo

RODRIGUEZ ROMERO, Carlos  e  DUQUE OLIVA, Edison Jair. Follow-up of two Colombian economic groups’ competitive dynamics. Innovar [online]. 2007, vol.17, n.29, pp.137-154. ISSN 0121-5051.

Different types of work have described the importance of multi-market dynamics in explaining how companies coinciding in different sectors of their activity can compete. This article first presents the theory underpinning competitive dynamics so that examples of how they this is applied can then be analytically studied and the competitive actions of the two most important Colombian conglomerates and those of the individuals running them identified. The investigation uses structured content analysis of secondary sources for identifying these organisations’ competitive action studied from 1986-2002. The logic used by these two economic groups during the last few years in different markets is shown and how their different competitive strategies have been applied for rivalling each other in such heterogeneous sectors as radio, television, soft-drinks, beer and even sponsoring sports’ stars and national show-business people.

Palavras-chave : multi-markets; competitive dynamics; competitive strategy; economic groups.

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