Estratégia como prática em uma rede varejista paraibana

Abstract

This research has as main objective to analyze, from the perspective of the Strategy as Practice, the strategic management at the 3 Cores Company. Specifically, was attempted to identify practitioners, practices and praxis in the strategic management process; evaluate the integration and alignment between the elements of the strategizing; and suggest opportunities for improvement of the strategic management process. For this, a basic qualitative research was performed. The data collection was made through anon-systematically observation of the main processes that integrates practices, praxis and practitioners, semi structured interview and document review. The technique used for data analysis was analysis of content. Through the results, on the one hand, it was possible to verify three types of practices (administrative, discursive and episodic), which are developed by the main practitioners, which are Executive Director, President, Coordinators and, in some cases, Store Managers. The praxis, on the other hand, could be observedthrough the execution of tasks that compose the company's programs, which are a set of projects with the same purpose, and that are summarized in the projects portfolio prepared by the main practitioners. The potential contributions of this research concerns the provision of a deeper insight to the managers of the company focused on the making of strategy, culminating in a greater assertiveness in the continuous improvement implementations in the management, resourcesefficiency and greater fluidity in internal communication.