Technological and market capabilities and competitiveness in the Brazilian computer industry:a case study

The computer market in Brazil is dominated by domestic private companies that compete with large multinational companies. This study aims, based on the case of Positivo Informatics, to discuss how national companies can compete in complex markets accumulating technological and non-technological competences. The theory on technological paradigms allows dividing the world computer industry into two groups: the companies that master the paradigm core, responsible for pushing forward the technological frontier; and the companies whose competences are focused on complementary elements of the paradigm. The analysis of Positivo Informatics shows that the elements providing it with competitiveness do not depend on its technological competences. The elements that keep the industry competitive are derived from the expansion of consumption among lower classes and company specialization in this population. We conclude that, in Brazil, the computer industry keeps being competitive without developing technological competences.