RELEVÂNCIA DA ESTRATÉGIA DE COOPETIÇÃO PARA AS IES: O POSICIONAMENTO DO CENTRO UNIVERSITÁRIO CATÓLICO DE SANTA CATARINA

Abstract

The competition from consolidators in the educational market has intensified in the national and regional markets, such as Santa Catarina State, pressing the small and medium size IES to establish strategies of competition, cooperation and coopetition. The purpose of this position paper is to present the structured strategies for service excellence (KANO, 1984) and strategies coopetition (BRANDENBURGER and NALEBUFF, 1996; DAGNINO; PADULA, 2002) used by Centro Universitário Católico de Santa Catarina, established in Joinville since 2009. The literature review covered the main strategies of competition, cooperation, coopetition and the Kano (1984) matrix. It was presented the most relevant strategies under the Kano (1984) model and the coopetition strategies used by Centro Universitário Católico de Santa Catarina. The results of this research indicate the coopetition strategic position between the actors involved in higher education in the region, despite having a different set of strategies in its entrance position.

Keywords

• strategic position
• kano’s matrix
• coopetition
• ies