SUMMARY
This study examines the influence of the combination of the perceived environment, entrepreneurial skills and performance achieved in determining the strategy adopted by small businesses represented by shops and services for pets (pet shops) in the city of Curitiba, Paraná State, Brazil. Data collection was carried out using a structured questionnaire divided into five blocks. It was possible to identify all four types of strategy proposed in the Miles and Snow typology (1978). Most of the surveyed companies adopt the prospecting strategy, followed by those that adopt the analytical strategy and the defensive strategy; the reactive posture proved to be the least adopted strategic behavior in the industry. In the perception of the respondents, the industry's environment is unique, regardless of the type of strategy adopted, and is characterized as complex and somewhat predictable; the market is dynamic, but growth oriented. In terms of organizational results, despite the different types of strategy adopted, all respondents claim that they are satisfied with both the management results and financial results of their companies. As for competencies, the pet shop industry emphasizes managerial competencies, traditional service competencies, and animal custody competencies.