| ABSTRACT: The aim of this study was to identify the strategic direction of agroprocessing enterprises and the level of compliance with consumer requirements, as well as the position of agro-industry enterprises in relation to their primary competitors. To this end, a survey was performed, which included nine family agro-industry enterprises from the Northern region of Rio Grande do Sul (RS) and their respective buyers. For this research, the Importance-Performance Matrix methodology described by SLACK (2002) was used. The strategy of the analyzed agro-industry enterprises relies on differentiation, presenting most of the items studied in accordance with consumers’ demands. Consequently, they are not at a disadvantage to their competitors in most criteria... |
