Performance evaluation of family businesses: the strategy of a distributor of veterinary products against its competitors in the focus of the "Resource-Based View"

Abstract

From the Resource-Based View perspective, this study aimed to analyze as a Brazilian family owned distributor of veterinary products in the pet shop business has managed to achieve superior performance in its segment. Comparing to 21 competitors, and using criteria set by the Organization Manufacturer of Products for Veterinary Use (FMVET) to measure their performance, the company received the award for A + Featured in the year 2010. The methodology adopted an approach based on a qualitative case study. We interviewed seven people, including two members-owners, two managers of the commercial area, the financial manager of the company and two FMVET professionals involved in the "Annual Program Evaluation and Performance Award." Through the technique of content analysis identified five categories of classification features and capabilities: (1) financial, (2) operational, (3) human, (4) innovation and (5) reputation. According to the model (1) Value, (2) Rarity, (3) Imitability and (4) Organization, evidence was found that explain why the company was assessed by FMVET the best of the program justifying its superior performance over the competition. It can be concluded that investment in resource development and capacity building is an alternative to perform well in high competition markets.