AS OPÇÕES ESTRATÉGICAS DAS EMPRESAS LOCAIS EM FACE DA GLOBALIZAÇÃO DA ATIVIDADE PRODUTIVA: UM ESTUDO EXPLORATÓRIO NA CADEIA DO LEITE

The settling down of trans-national companies in the country affects brazillian companies’competitiveness, especially that of those which operate only in the local market. The difficulties in growth oreven their survival in the face of the productive activity’s globalization process is the focus of this piece ofwork, which seeks to deepen the understanding on how companies which act only locally are restructuringthemselves strategically, mainly in an agro-industrial chain like that of milk, whose characteristics includeconcentration of foreign-capital companies. Since this is a theme in its inicial stage of study the authors haveopted for the performing of a study of exploratory cases.The analised cases illustrate feasible survival andgrowth strategies for brazillian companies, starting off with a mapping of the strategical options available tothem.