Central de Negócios: um modelo flexível e de baixo custo

As centrais de negócios, no âmbito da PME’s (Pequenas e Médias Empresas), estão associadas ao conceito de compras conjuntas. Esta simplificação exagerada limita o potencial do associativismo empresarial a só uma atividade do processo logístico – aquisição, movimentação, armazenagem e entrega de produtos.

Tanto na indústria, no comércio e nos serviços o suprimento de produtos, matérias-primas e materiais de consumo é apenas uma etapa do processo de geração de riquezas. Além de reduzir a importância das centrais de negócios à atividade de compras, elas carregam o estigma de só serem voltadas para as micro e pequenas empresas.

Este arranjo produtivo pode alavancar a competitividade das PME’s se o foco de atuação da Rede for vendas e não compras. É preciso ampliar o acesso ao mercado dos seus membros. Afinal, comprar bem só tem sentido se houver demanda (vendas).

Além de ser um modelo flexível e de baixo custo, as centrais são verdadeiras escolas de formação de empreendedores, gestores e lideranças empresariais. A troca de experiências e o intercâmbio das boas práticas, estimulado e patrocinado pela central, acelera a aprendizagem e reduz o risco do negócio, pois evita a repetição de erros que já foram cometidos pelos membros do grupo.

A flexibilidade do modelo está relacionada ao fato do proprietário estar à frente da operação, possibilitando, assim, adequar rapidamente as estratégias de diferenciação, a proposta de valor, o mix de produtos ou dos serviços às necessidades do público-alvo ou aos movimentos da concorrência.

O baixo custo operacional das centrais de negócios se deve ao fato de serem gerenciadas pelos próprios associados e não terem a necessidade de remunerar o capital dos acionistas. Neste modelo, as centrais são ferramentas que facilitam a obtenção dos resultados na operação do negócio. Evidentemente, os empresários precisam estar habilitados para utilizar esta ferramenta e se apropriar dos benefícios gerados pela cooperação. Participar da Rede não garante o sucesso do negócio, ela apenas é uma facilitadora.


Adriano Arthur Dienstmann
 é Consultor organizacional na empresa AD Consultores (www.adconsultores.com.br)



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