This article presents the results of a wide research carried out in the first half of 2008 with micro and small entrepreneurs settled in the region of Barro Preto, an important center of fashion, in Belo Horizonte. For data collection, a well structured questionnaire was used. Specific questions were addressed to nine regional entrepreneurs, accordingly selected, taking into consideration the following criteria: (a) easy access for the researchers to reach the data sources; (b) available time for data collection; and (c) important role of the entrepreneurship for the region. The results show that, in tumultuous competitive contexts, a process of continuous monitoring is advisable for (direct and/or indirect) movements of the competitors, as well as micro environmental changes, collecting useful information for a more and more strategic decision making which will favor maintaining relevant competitive advantages in those markets where entrepreneurships are inserted as time goes by.
Environmental monitoring; Strategic decision; Micro and small retailers
