Impactos do ambiente macroeconômico na competitividade das empresas.

Abstract

The macroeconomic environment exerts a significant influence on business competitiveness, directly impacting organizational strategies, consumer behavior, and relationships with suppliers and competitors. In this context, this study aims to analyze the impacts of the macroeconomic environment on business competitiveness, considering economic, political, environmental, and social changes—regardless of the segment, whether industrial, commercial, or service—and of sectoral factors that alter the competitive structure of markets. To achieve this objective, the study adopted a methodological approach consisting of exploratory bibliographic research, field research, and descriptive research. The literature review covered topics such as competitiveness, macroeconomic environment, Porter’s Five Forces, consumer behavior, strategy, and social, political, economic, and environmental factors. The field research involved questionnaire answered by entrepreneurs, managers, and professionals in the fields of economics and business, as well as market specialists. The sampling was non-probabilistic, and data analysis was conducted with the guidance of the advisor. The results were presented through graphs, in compliance with ethical principles of confidentiality and participant consent. The findings revealed that the main macroeconomic factors perceived as impacting business competitiveness were inflation, tax burden, interest rates, and Gross Domestic Product (GDP) growth. Respondents also emphasized that political instability, rising demands for environmental sustainability, and changes in consumer behavior require constant strategic adaptation. In response to this challenging environment, companies have adopted practices such as process digitalization, product and market diversification, investment in innovation, and strengthening of strategic management. These results reinforce the relevance of critically analyzing the external environment to build and sustain competitive advantages in increasingly dynamic and uncertain markets.