Investment in Relationship Intangible Resources and Performance in the Agribusiness Sector: Analysis of the JBS-Friboi Case

Vanessa Martins Pires, Geovana Alves de Lima Fedato, Guilherme Trez

Abstract


Having intangible relationship resources can result in superior organizational performance. Considering this theoretical assumption, this study analyzes the relationship between investments in intangible assets/relationship assets (reputation, brands, loyalty, long-term relationships and distribution channels), carried out by the JBS-Friboi Group, and the performance of that organization. The documentary and content analysis of JBS SA's annual reports and of performance indicators from 2008 to 2016 allowed us to observe that the organization's performance has evolved positively, especially since 2011, showing a possible relationship between investments performed on intangible relationship resources and the performance obtained. When comparing JBS 'performance with Marfrig, the main competitor, it was noticed that JBS stood out during the analyzed period.

Keywords


Intangible resources; Intangible assets; Performance.

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