Análise da competitividade de clusters de negócios de varejo: ajuste de métricas através de uma aplicação no cluster varejista de moda do Bom Retiro

There are in literature different models that analyze business clusters from different perspectives. This work seeks to improve a model developed to analyze the competitiveness of clusters, aiming to adjust operationally metrics developed for the Zaccarelli model, Telles, Siqueira, Boaventura and Donaire (2008) applied to retailer's clusters. As a result, it is secondary to evaluate through the application of metrics developed the competitiveness of the Bom Retiro fashion cluster. It is a qualitative and descriptive study of a single case study. To perform the application of the metrics were collected primary data (questionnaires) and secondary (document analysis and database collected in JUCESP Online). The research contributed to the transformation of the model in all eleven factors, some of the metrics have been completely changed and other partially. The results indicate full operationalization of new metrics and this application suggests that the Bom Retiro cluster has the characteristics necessary to be classified as a cluster in a developed stage of competitiveness.