The role of resources in the expansion strategy of a credit cooperative

Abstract

This research is particularly interested in identifying the motivation and strategic resources that support the expansion project of a credit union located in the state of Rio Grande do Sul to the state of Minas Gerais. Data collection was carried out with Directors and Managers who led the expansion process, who answered the questionnaire elaborated in the light of the literature, and the data analyzed quantitatively and qualitatively. The data showed that the motivation for expansion was supported by the possibility of increasing the area of operation, brand expansion, diversification and increased operational safety; location factors included the use of municipal economic and demographic indices, similarity of areas of operation. Strategic resources, for the most part, denote competitive parity, standing out as sustainable the level of trust, fundraising and computerized systems, considering that intangible resources are more difficult to be imitated by competitors than tangible ones. In terms of location in Minas Gerais, the cooperative prioritized the expansion of members, area of operation and differentiated strategies from competitors. In this way, the research raises expansion, especially when considering the role played by credit unions and their prominence in the growth and economic development of Brazil.

Keywords:
cooperativism; entry into new markets; Resource Based View