PRÁTICAS DE AGRESSIVIDADE COMPETITIVA EM EMPRESAS DO SETOR DE SOFTWARE DO RIO GRANDE DO SUL: UM ESTUDO EXPLORATÓRIO COM EXECUTIVOS Competitive Aggressiveness Practices in Software Sector Companies of Rio Grande do Sul: an exploratory study with executives

This article discusses about the competitive aggressiveness, defined as the propensity of an organization to challenge its competitors to enter the market or to improve their position. Its aims to investigate competitive aggressiveness practices adopted in the context of dynamic industrial sectors, in order to compare its constructs with the experience reported by executives. In particular, this study focuses on software companies considered reference in entrepreneurship, in the sector, in the state of Rio Grande do Sul. The research was exploratory and qualitative, with data collection through in-depth interviews with executives of thirteen software and services companies. The results show how competitive aggressiveness reflects in companies concerting Reaction to competitiveness, Financial competition, Competition in business and Marketing. Competitive aggressiveness practices are presented. Finally, the study consolidates of a set competitive aggressiveness practices in the surveyed companies.