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A definição da estratégia empresarial pelos tomadores de decisão: um estudo de caso de uma empresa estatal
| Content Provider | Semantic Scholar |
|---|---|
| Author | Teixeira, Alexandre Andrade |
| Copyright Year | 2002 |
| Abstract | The study's objective is to describe the process of strategy definition for a state company, with emphasis on environmental analysis. This emphasis on environmental analysis is due to the author's belief that one of the principal stimulants of business behaviour follows the perception of the business environment by the company's decision-makers. This belief is due to the principal of cognitive psychology in that the human being reacts to what he perceives. Both the process aspects and the strategic content are approached. Basically the process of strategy definition is based on an annual planning event e and weekly director – manager meetings. In relation to the process the conclusion is that it is adequate, but not sufficiently well explored to derive well defined strategies, for lack of a conceived structure which gives it support and significance, for lack of institutional support on the company's part and for the lack of understanding of the strategic process by the majority of the decision makers. In relation to the strategy itself, the study's principal conclusion is that the company has to decide whether to follow a public or private approach to the establishment of its strategy. What happens nowadays is that the company tries to adopt a private company posture, but has the restrictions of a public company, with the consequent lack of flexibility to act as a private company. This lack of definition prejudices the strategic process, because, depending on the approach, the categorisation of the environment will be different. The adoption of either approach will demand of the company a change in its relationship with the environment, the adoption of new environment analysis categories and necessarily the redefinition of its strategy and structure. However, the study limits itself to presenting the need to opt for one or other of the approaches, and does not analyse the impact of each on the company. The study's subject company is also characterised by having a large quantity of strategic objectives, few or none of which are remembered by the decisions makers. This gave the opportunity to deal with the concept of strategic intent, proposed by Hamel and Prahalad, of a company and its relationship with strategy formulation. The strategic intent establishes an objective that motivates the whole company, a single objective in order to not lose sight of the goal and which will always be kept in mind by the decision makers in particular and the employees as a whole. It is from this strategic intent that the business strategies are to be formulated, whether by process of formal deliberation or whether by process of daily solutions, denominated as emergent strategies by Mintzberg, yet always keeping the strategic intention in focus. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://repositorio.ufsc.br/bitstream/handle/123456789/82561/185120.pdf?isAllowed=y&sequence=1 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
