Fatores críticos de sucesso em farmácias de pequeno e médio porte da região metropolitana de João Pessoa-PB

Abstract

The Pharmaceutical sector is a very complex world that is constantly changing. Soon, in it are inserted the pharmacies together with the ideas of the entrepreneurs of the branch. In this context, the market of pharmacies that is currently in the world and in Brazil requires entrepreneurs, who are part of this scope, a differentiated commitment to gain a prominent position in the market, in the face of an intense struggle for market survival. Therefore, being an area that is constantly evolving, the branch of pharmacy is quite frantic and, in turn, drives the pharmaceutical industry, as well as segments related to the sector, such as the area of ​​health composed by the class of physicians who are dedicated to providing quality of life and social well-being. In this way, the search for alternatives to achieve success in their activities is daily. Faced with the success of these professionals in the pharmacy sector in the pharmaceutical, medical, perfumery, cosmetics and services trade, the purpose of this research is to study the critical success factors in small and medium-sized pharmacies in the region metropolitan of João Pessoa-PB. The relevance of the issue in question is related to the fact that the pharmaceutical sector grows and breaks new ground to meet an increasing demand. For that, a qualitative research was carried out that aimed to capture the tacit knowledge of the entrepreneurs participating in the interview, transforming it into an explicit one. Therefore, the critical success factors listed by them were analyzed. At the beginning of this research, it was necessary to search for theoretical references that would help the basic concepts related to the research context: Entrepreneurship, entrepreneurship and decision making, as well as data related to the successful market of pharmacies, mainly in the metropolitan area of ​​João Pessoa -PB. In addition, with the accomplishment of the interview transcribed in norms established, was carried out analysis of the statements of the entrepreneurs / managers who participate in the academic work. Finally, here are alternatives and ways to know the critical success factors in pharmacies, in which the professional experiences in the area are identified, the incentives to face the challenges and the innovation applied in this sector.