Cette thèse s’intéresse aux pratiques managériales des dirigeants de PME libanaises. Elle poursuit l’objectif global de mieux comprendre comment, dans un contexte de crise marqué par des changements accélérés et par des incertitudes diverses, ces dirigeants arrivent à survivre et à consolider la résilience de leurs entreprises. De là, vient l’importance de la mise en lumière de ces pratiques dans un contexte spécifique, un sujet qui, à notre connaissance, n’est pas jusqu’alors suffisamment traité par la littérature. Notre recherche tentera donc de comprendre comment les dirigeants libanais parviennent à déterminer et à mobiliser les ressources et les compétences dont dispose l’entreprise. Après une revue de littérature approfondie, un cadre de référence est construit au sein duquel s’articulent des éléments d’exploration issus de la littérature. Appuyée sur une recherche qualitative du type exploratoire et fondée sur la méthodologie phénoménologique interprétative, cette thèse s’inscrit dans la logique constructiviste. La démarche d’étude de cas que nous avons adoptée pour la collecte des données, vise au moyen des entretiens semi-Directifs, menés auprès de quinze dirigeants de PME, à présenter aux chercheurs un outil d’aide stratégique à la décision managériale dans des conditions particulières. Les recommandations proposées feront l’objet d’énoncés prescriptifs, et pourront être soumises à une vérification ultérieure. / This dissertation focuses on the managerial practices of the Lebanese SMEs leaders. It pursues the overall goal of understanding how, in a crisis marked by rapid change and various uncertainties, these leaders manage to survive and strengthen the resilience of their businesses. From here comes the importance of highlighting these practices in a specific context, a topic that is to the best of our knowledge, not sufficiently covered by the literature. Hence, our research will attempt to understand how Lebanese leaders manage to identify and mobilize the resources and competences available to the company. After a thorough literature review, a framework is built in which the exploratory elements are articulated from the literature. The current study is based on an exploratory qualitative research and founded on an interpretative phenomenological methodology, this thesis falls within the constructivist logic. The case study process that we have adopted for data collection, aims through semi-Structured interviews conducted with fifteen leaders of SMEs, to offer researchers a strategic support tool for managerial decision making, in special conditions. The proposed recommendations will be subject to further verification.

Submitted by Rafael Prado Guerra (rafaelpradoguerra@hotmail.com) on 2018-01-10T02:07:10Z No. of bitstreams: 1 4. Dissertação - Dinâmicas de Mudança - RAFAEL GUERRA_v5.5.pdf: 3556474 bytes, checksum: 43308ba3310a430b0013913be13a52e8 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2018-01-24T12:06:29Z (GMT) No. of bitstreams: 1 4. Dissertação - Dinâmicas de Mudança - RAFAEL GUERRA_v5.5.pdf: 3556474 bytes, checksum: 43308ba3310a430b0013913be13a52e8 (MD5) / Made available in DSpace on 2018-01-29T16:41:40Z (GMT). No. of bitstreams: 1 4. Dissertação - Dinâmicas de Mudança - RAFAEL GUERRA_v5.5.pdf: 3556474 bytes, checksum: 43308ba3310a430b0013913be13a52e8 (MD5) Previous issue date: 2017-12-07 / The present study intends to analyze dynamics of change and continuity in crisis contexts, through a case study of a hybrid organization of the energy sector in an emerging country. It is investigated the recent creation process of the Controlling area (until then formally nonexistent), from a historical perspective of agency-structure, trying to identify hybrid dynamics and strategies of resistance-acceptance to the imposition of a new order, resulting from the exchange of management and organizational restructuring. Qualitative research methods were used, using in-depth interviews with the company high-level executives, through a semi-structured and open questions script, as well as documentary and bibliographic analysis of primary and secondary sources. It can be observed that the scenario of institutional and economic crisis through which the organization, the sector and the country were passing made possible the emergence of managerialist logics and financial perspectives, accelerating the processes of changes that were already underway. However, we observed resistance actions that reshaped the initially proposed design for organizational restructuring referenced to market benchmarks, in which interaction and negotiation between agents promoted hybridization processes of structures and strategies that re-adjusted the final configuration. The work approach can be characterized as a limiting factor in hindering a more active and prolific participation of the interviewees, since in addressing sensitive issues such as restructuring, strategy, changes, acceptance, resistance, among others, they may worry about preserving information secrecy, strategic data or specific knowledge for the organization, and in certain cases there may be a selectivity criterion regarding the responses granted. It contributes to the practice because it allows the understanding of acceptance-resistance dynamics to organizational change and the resolutions arising from the social interaction of agents in the corporate environment, as a way of providing subsidies to managers of hybrid organizations belonging to this and other sectors and countries. It also adds to the theory evidence regarding research linked to the critical perspective, in that it brings important elements and field data to academic discussion. / O presente trabalho pretende analisar dinâmicas de mudança e continuidade em contextos de crise, por meio de um estudo de caso de uma organização híbrida do setor de energia em um país emergente. Investiga-se o processo recente de criação da área de Controladoria (até então formalmente inexistente), sob uma perspectiva histórica de agência- estrutura, procurando identificar dinâmicas e estratégias híbridas de resistência-aceitação à imposição de uma nova ordem, advinda da troca de gestão e reestruturação organizacional. Metodologia – Os métodos de pesquisa utilizados foram qualitativos, através da realização de entrevistas em profundidade com executivos de alto nível gerencial da companhia, por meio de um roteiro semi-estruturado com questões abertas, bem como análise documental e bibliográfica de fontes primárias e secundárias. Constata-se que o cenário de crise institucional e econômica pela qual passavam a organização, o setor e o país possibilitaram a emergência de lógicas gerencialistas e perspectivas financistas, acelerando processos de mudanças que já se encontravam anteriormente em curso. No entanto, observaram-se ações de resistência que remodelaram o desenho inicialmente proposto para a reestruturação organizacional referenciada a benckmarks de mercado, em que a interação e negociação entre os agentes promoveu processos de hibridização de estruturas e estratégias que readequaram a configuração final. O enfoque do trabalho pode ser caracterizado como um fator de limitação ao dificultar uma participação mais ativa e prolífica dos entrevistados, já que ao abordar temas sensíveis como reestruturação, estratégia, mudanças, aceitação, resistência, dentre outros, podem preocupar-se em preservar informações sigilosas, dados estratégicos ou conhecimentos específicos para a organização, podendo haver em certos casos um critério de seletividade quanto às respostas concedidas. Contribui para a prática pois permite o entendimento de dinâmicas de aceitação-resistência à mudança organizacional e as resoluções advindas da interação social dos agentes no ambiente corporativo, como forma de fornecer subsídios a gestores de organizações híbridas pertencentes a este e outros setores e países. Também acrescenta à teoria evidências em relação às pesquisas vinculadas à perspectiva crítica, na medida em que traz elementos importantes e dados de campo à discussão acadêmica.

El mundo se encuentra atravesando por una pandemia que ha causado cambios en distintos rubros y algunos efectos negativos. Entre ellos están las miles de muertes alrededor del planeta y la crisis económica. En el Perú, la industria publicitaria también se ha visto afectada. Por ello, muchas marcas han adaptado su contenido publicitario al contexto utilizando diversos componentes como la narrativa, los mensajes publicitarios orientados a lo emocional y el engagement para poder generar percepciones positivas en las personas. En ese sentido, la presente investigación busca analizar la percepción de los estudiantes de una universidad privada en Lima sobre la adaptación del contenido audiovisual publicitario de la marca Entel, del rubro de telecomunicaciones, debido a la coyuntura del COVID-19. Para ello, se empleará una metodología cualitativa enfocada en la percepción de los estudiantes con respecto a algunos componentes del contenido publicitario. / The world is facing a global pandemic that has caused changes in various areas and some negative effects. One of them is the thousands of deaths around the planet and economic crisis. In Peru, the advertising industry has also been affected. For this reason, many brands have adapted their advertising content to the context using various components such as narrative, emotional-oriented advertising messages and engagement to be able to generate positive perceptions in people. In this sense, the present document seeks to analyze the perception of students of a private university in Lima about the adaptation of the advertising audiovisual content of Entel , of the telecommunications category, due to the conjuncture of the COVID-19. To this end, a qualitative methodology will be used that focuses on students' perception of some components of advertising content. / Trabajo de investigación

El Mundo atraviesa una de las mayores crisis sanitarias nunca antes vistas debido al SARS-CoV-2, dejando efectos negativos en diversos ámbitos. Los gobiernos han tenido que tomar medidas restrictivas con el fin de concientizar y contener la propagación del virus para evitar más decesos de vidas humanas. Para ello, han hecho uso de recursos como apelaciones emocionales, tanto positivas como negativas, dentro de sus anuncios publicitarios para llegar a la población y brindarles mensajes. En ese sentido, la presente investigación es de carácter cualitativa puesto que busca analizar la percepción de los estudiantes de los últimos dos años de la carrera de Medicina de una universidad privada de Lima, ante el uso de las apelaciones emocionales dentro del anuncio: “La Visita Familiar” de la campaña “El COVID no mata solo. No seamos cómplices”. Se realizaron entrevistas semiestructuradas a veinte estudiantes obteniendo como alguno de los resultados la importancia del uso del realismo y crudeza dentro de la publicidad por parte del Estado para poder concientizar a la población ante el estado de emergencia. / The world is going through one of the biggest health crisis ever seen due to SARS-CoV-2, inducing negative effects in many areas. Governments have had to take restrictive measures to raise awareness and contain the spread of the virus in order to prevent further deaths. Because of this, they have used resources such as emotional appeals within their advertisements to reach the population and provide messages. In this sense, the present research is of qualitative character since it seeks to analyze the perception of Medicine's students of the last two years of the career at a private university of Lima, about the use of emotional appeals in the advertising: "La visita familiar" "COVID no mata solo. No seamos cómplices". Semi-structured interviews were conducted with twenty students, obtaining as some of the results the importance of the use of realism and rawness in advertising by the State in order to raise awareness of the state of emergency. / Tesis