THOSE WHO SOW CARELESSNESS, REAP DISMISSAL: A THEORETICAL ANALYSIS OF THE MAIN FACTORS THAT LEAD TO THE DISMISSAL OF EMPLOYEES IN COMMERCE

Abstract

This article analyzes the main factors that lead to employee dismissal in the Brazilian commercial sector, highlighting the importance of talent retention as a competitive strategy. A literature review examines how the structural transformations of the sector, driven by globalization, technological advances, and changes in consumption patterns, have impacted labor relations and increased turnover-related challenges. The study identifies that turnover in commerce is intrinsically related to the management model adopted, organizational climate, leadership style, and absence of structured career plans. It is evident that knowledge, when treated as a strategic asset, becomes a competitive differential capable of significantly reducing turnover rates. Research demonstrates that effective retention strategies go beyond salary incentives, involving the promotion of meaning at work, professional development, recognition, alignment of values, empowered leadership, and work-life balance. It is concluded that, in an increasingly volatile market, retaining talent is not only a matter of human resources policy but a strategic investment in organizational sustainability. Companies that manage to integrate knowledge, appreciation, and human development into their daily practices tend to reduce turnover and build lasting competitive advantage, establishing more sustainable and mutually beneficial labor relationships in the commercial sector.