Estratégias de Posicionamento e Características Comportamentais Empreendedoras: um Estudo de Caso de uma Empresa do Segmento de Comércio Varejista de Eletrodomésticos no Interior de MG

This research examines the entrepreneurial behavioral characteristics of an entrepreneur through a case study in an appliances retail company and relate them qualitatively to the positioning strategies adopted by this company in relation to major competitors. Being an entrepreneur is an audacious action because the entrepreneur faces a daily routine composed by uncertainty of economic, political and social scenarios. This phenomenon, with all Its peculiar unpredictability, is the key of the economic growth of any nation, it sustains harness new technologies, practices and concepts for products and services. The method used was a case study of qualitative nature, adopting the questionnaire, interview and observation as tools of data collection, prioritizing content analysis such as data analysis. The study was based on three theoretical perspectives: David McClelland, with entrepreneurial behavioral characteristics; the School of Entrepreneurial Strategic Management of Mintzberg, Ahlstrand and Lampel (2010) and the concepts and types of positioning strategies. The entrepreneurial behavioral characteristics that stood out were: entrepreneurial commitment; demand for quality and efficiency; information search and independence and self-confidence, with actions of competitor positioning strategy