Strategic resources in the services sector
A study about the differentiation between nutritionists in the city of Maringá
DOI:
https://doi.org/10.48075/revex.v21i4.29847Keywords:
Differentiation strategy, RBV, Media SocialAbstract
The purpose of this article is to understand how resources, bases of differentiation (BD) and social media can build a strategic approach based on the differentiation of nutritionists. In order to do so, the main differentiation bases present in the work of the investigated nutritionists were identified, as well as the main resources of the selected firms, in order to analyze their competitive potential, based on their value, rarity and imitability. Methodologically, a qualitative and descriptive research was chosen, involving semi-structured interviews with the seven most followed nutritionists on Instagram in the city of Maringá. The results showed that the main differentiation base explored is content marketing, as well as the customization of the services provided. As for resources, it was observed that the most important are human and physical resources, especially technological ones. In time, it was found that pioneering can contribute to the competitive advantage of the investigated companies, both in terms of technological leadership and the unprecedented professional approach. It is concluded that social media help in attracting customers and creating target audiences, in addition to assisting in communication regarding the personalization of nutritionists' care, despite the number of followers not being directly related to the possession of strategic resources and the potential competitive of companies.
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