The challenges of creating sustainable competitive advantage in large B2B multidivisional corporations

Isis Cassia Vannucci de Oliveira Koelle, Cristiane de Paula Bueno, Daniel Estima de Carvalho, Leandro Fraga Guimaraes


It addresses the challenges that large multi-divisional B2B corporations face each day to take advantage of their corporate strategy and ensure sustainable competitive advantages. The synergies and interrelations that would give them such a position are not always simple to be achieved or even perceived by customers. The chosen approach was focused on B2B companies, because processes and communication tend to be more truncated, as they are usually more technical in the way of doing business. This can make the challenges of interrelation and synergy even greater.


Strategy; Sustainable Competitive Advantage; B2B; Multi-divisional; Horizontal Strategy

Full Text:



AAKER, D. A. Strategic market management. 8th ed. New York: John Wiley & Sons, 2007.

ANSOFF, I; MCDONNEL, E.J. Implantando a administração estratégica. São Paulo, Atlas, 1993

COLLIS D.; MONTGOMERY C. A. Competing on resources, Harvard Business Review. August 2008.

FAVERO, K. Strategy Execution: defining strategy, implementation and execution. Harvard Business Review. 2015

KOTLER, P. Administração de Marketing: Análises, Planejamento, Implementação e Controle. 5a ed. São Paulo; Editora Atlas, 2008.

MCKINSEY & CO., Creating More Value with Corporate Strategy. McKinsey Global Survey Results, January 2011.

MINTZBERG, H.; AHLSTRAND, B.; LAMPEL, J. Safári de estratégia. Porto Alegre: Bookman, 2010.

PORTER, M. E. From Competitive Advantage to Corporate Strategy. Harvard Business Review. May, 1987

PORTER, M. E. Vantagem Competitiva: Criando e sustentando um desempenho superior. 35a impressão Rio de Janeiro; Elsevier , 1989.

STALK, G.; EVANS, P.; SCHULMAN, L. E. Competing on Capabilities: the New Rules of Corporate Strategy. Harvard Business Review. March-April 1992

SULL D.; TURCONI, S.; SULL, C.; YODER, J. Four Logics of Corporate Strategy. MIT Sloan. November, 2017


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.






Revista de Administração da UFSM. Brazilian Journal of Management

Universidade Federal de Santa Maria, Santa Maria, Rio Grande do Sul, Brasil, eISSN 1983-4659