Desenvolvimento de framework - representando a estratégia como prática: um estudo de caso na indústria alimentícia

Abstract

This study had as its main goal to propose a strategic management framework that contributes to solving survival issues in medium-sized family companies. The current importance of strategy for organizations and managers cannot be considered an exaggeration. Thinking about strategy involves a binding relationship between the inner world of organizations, often hermetically sealed, and the outside world of the environments in which everything else operates. The strategy theory is strongly based on studies carried out in large and mature companies. In this way, the singularity of this research is in the choice of a medium-sized family company in a survival crisis, which needed to be bailed out in order to recover, which is what makes it particularly different from other large companies. Fieldwork was carried out, using case study and action research, in order to solve the problems found in the field, contributing in the survey, organization and interpretation of data and information as well as in the application of actions and solutions that assisted the team in the transformation activity. The general conclusion of this research has shown that for the solution of the problems and the recovery of the medium-sized family case-company in survival crisis, it is necessary to interweave the approach of macro-orientation and microactivities, throughout the process of intervention and learning so as to take actions accordingly; to negotiate the contradictions involving the family business and the family, in relation to the consensus and fragmentation on the detected problems, solution proposal and investments; to promptly address, in the short term, problems of hygiene and structural weaknesses. Without solving these issues, there is no solving the survival crisis