Resumo

TADDEI BRINGAS, Cristina. Estrategias de mercado en firmas líderes de la industria alimentaria. Estud. soc [online]. 2006, vol.14, n.28, pp.67-106. ISSN 0188-4557.

This paper describes the profile and competitive strategies adopted by global leading food processing firms, particularly those related to wheat milling, meat processing and viniculture industry. Leader firms maintain aggressive strategic behavior which includes takeovers, joint ventures, acquisitions and global publicity campaigns. These strategies define the leader firms market positioning and explain why the leaders maintain their position. These aspects and the application of multivariate analysis models allow to understand the importance for food industry plants located in northern Mexico of keeping links, directly or indirectly, with the sector's leading firms.

Palavras-chave : food industry; leader firms; competitive strategies; market positioning.

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