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Processo de Formação de Estratégias em Pequena Empresa de Comunicação: o caso da Agência HD
| Content Provider | Semantic Scholar |
|---|---|
| Author | Andrade, Carlos Henrique De |
| Copyright Year | 2014 |
| Abstract | This dissertation aims to analyze the characteristics of the strategic composition process in a small advertising company during its existence under Pettigrew’s model (1987) to contextual and processual analysis of changes in organizations. Is it a case study, a nd HD Comunicação agency is the analysis unit, in the period from 2002 to 2012. Phases and events occurred during its existence were analyzed taking principles proposed by the author. The studied dimensions to characterize the process were: the internal and external context, content and process. This research is qualitative, exploratory, analytical, longitudinal and retrospective. Sample is composed by six participants, actors of the strategic management or who experienced, in some phases, each event that occurred in the company. Data collection was based in semi-structured interview, documental research. The agency and its trajectory were contextualized throughout its existence. Strategy construction was modified by external context, available resources and previous experiences. The pace of change was dictated both by organic changes and by ruptures and evolutions over time. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://www.ufpe.br/documents/39550/676184/DISSERTA%C3%87%C3%83O+-+CARLOS+HENRIQUE+DE+ANDREADE+SCHULER.pdf/f0c29145-451a-4b72-a64b-100bd68e387f |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
