In this dissertation a new method is proposed to estimate willingness-to-pay (WTP). The method works as an additional interview scene appended to conjoint analysis and it is named throughout this dissertation as the Price Estimation scene (PE scene). In the preceding conjoint analysis price is not included as an attribute. Instead the exchange rate between conjoint utilities and willingness-to-pay is estimated in the PE scene. This is achieved by the use of product stimuli in addition to price scales that are adapted for each respondent in the interview reflecting his or her previously estimated part-worth utilities. In the PE scene the respondents are presented with a sequence of product choices with assigned prices and indicate whether they would actually purchase each of the presented product profiles. The PE scene is a method to estimate willingness-to-pay at an individual level based only on each respondent's provided information. Shortcomings of existing approaches that use conjoint analysis, such as a missing choice rule as well as problems that arise when price is included as an attribute are overcome. The PE scene was tested in an empirical investigation in which the WTPs of the customers of the Nokia online shop in Germany for different product bundles were estimated. (author's abstract)

A presente pesquisa aborda o estudo da formação de estratégias na Infraero, empresa pública brasileira responsável pela administração de aeroportos. Para tanto, foi realizado um estudo de caso que contempla a análise de um tempo histórico da estatal até os dias atuais, entre 1995 e 2016, utilizando-se a abordagem teórica de Henry Mintzberg, de estratégias emergentes e deliberadas, e de Baum e Dutton (1997) e Eisenhardt e Brown (1997), sobre a imersão estratégica e a busca de uma maior contextualização da estratégia. Através da pesquisa realizada, verificou-se que o desalinhamento entre as ações da empresa, o setor aéreo e as políticas de governo planejadas para a Infraero é o principal fator que vem limitando as ações estratégicas da estatal, prejudicando seus planos e o conhecimento de seu papel no setor, sendo a passividade da Infraero um dos motivos identificados para essa situação. A análise da pesquisa, dividida em três períodos, permitiu observar que o esforço da empresa para seguir as estratégias traçadas nos planejamentos anuais é constante, porém foram identificadas três situações que desencadearam o surgimento de estratégias emergentes: em contextos mais estáveis e favoráveis financeiramente, como forma de se aproveitar oportunidades de crescimento e aprendizado; através de decisões do governo; e reativamente, perante a necessidade de se manter e resgatar a sustentabilidade da empresa. Apontam-se, também, como fatores decisivos influenciadores da formação estratégica: o contexto social e econômico do país, especialmente face o crescimento do transporte aéreo; o contexto político; o contexto interno, em que se observou a influência causada por gestores e o estado das finanças internas; e a ocorrência de grandes choques externos. / The present research approaches the study of strategy formations at Infraero, a Brazilian state-owned company responsible for managing airports in the country. For that, a case study was fulfilled which includes the analysis of a historical time of the state company until the present days, between the years of 1995 to 2016, using the theoretical approach of Henry Mintzberg, of emergent and deliberate strategies, and the approach of Baum and Dutton (1997) and Eisenhardt and Brown (1997), on the embeddedness of strategy and the search for a greater contextualization of the strategy. Through the research carried out, it was found that the misalignment between the company's actions, the airline sector and the government policies planned for Infraero is the main factor that has been limiting the company’s strategic actions, damaging its plans and the knowledge of its role in the sector, with Infraero's passivity being one of the motives identified for this situation. The analysis of the research was divided into three periods, allowing us to observe that the effort that the company has made to follow the strategies set in the annual plans is constant, however, three situations were identified that led to the rise of emerging strategies: in more stable and financially favorable contexts, allowing opportunities for growth and learning; through government decisions; and reactively, given the need to maintain and recover the sustainability of the company. It is also shown as decisive factors influencing the strategic formation: the social and economic context of the country, especially in view of the growth of air transport; the political context; the internal context, in which the influence caused by managers and the state of internal finances were observed; and the event of major external shocks.

A presente pesquisa aborda o estudo da formação de estratégias na Infraero, empresa pública brasileira responsável pela administração de aeroportos. Para tanto, foi realizado um estudo de caso que contempla a análise de um tempo histórico da estatal até os dias atuais, entre 1995 e 2016, utilizando-se a abordagem teórica de Henry Mintzberg, de estratégias emergentes e deliberadas, e de Baum e Dutton (1997) e Eisenhardt e Brown (1997), sobre a imersão estratégica e a busca de uma maior contextualização da estratégia. Através da pesquisa realizada, verificou-se que o desalinhamento entre as ações da empresa, o setor aéreo e as políticas de governo planejadas para a Infraero é o principal fator que vem limitando as ações estratégicas da estatal, prejudicando seus planos e o conhecimento de seu papel no setor, sendo a passividade da Infraero um dos motivos identificados para essa situação. A análise da pesquisa, dividida em três períodos, permitiu observar que o esforço da empresa para seguir as estratégias traçadas nos planejamentos anuais é constante, porém foram identificadas três situações que desencadearam o surgimento de estratégias emergentes: em contextos mais estáveis e favoráveis financeiramente, como forma de se aproveitar oportunidades de crescimento e aprendizado; através de decisões do governo; e reativamente, perante a necessidade de se manter e resgatar a sustentabilidade da empresa. Apontam-se, também, como fatores decisivos influenciadores da formação estratégica: o contexto social e econômico do país, especialmente face o crescimento do transporte aéreo; o contexto político; o contexto interno, em que se observou a influência causada por gestores e o estado das finanças internas; e a ocorrência de grandes choques externos. / The present research approaches the study of strategy formations at Infraero, a Brazilian state-owned company responsible for managing airports in the country. For that, a case study was fulfilled which includes the analysis of a historical time of the state company until the present days, between the years of 1995 to 2016, using the theoretical approach of Henry Mintzberg, of emergent and deliberate strategies, and the approach of Baum and Dutton (1997) and Eisenhardt and Brown (1997), on the embeddedness of strategy and the search for a greater contextualization of the strategy. Through the research carried out, it was found that the misalignment between the company's actions, the airline sector and the government policies planned for Infraero is the main factor that has been limiting the company’s strategic actions, damaging its plans and the knowledge of its role in the sector, with Infraero's passivity being one of the motives identified for this situation. The analysis of the research was divided into three periods, allowing us to observe that the effort that the company has made to follow the strategies set in the annual plans is constant, however, three situations were identified that led to the rise of emerging strategies: in more stable and financially favorable contexts, allowing opportunities for growth and learning; through government decisions; and reactively, given the need to maintain and recover the sustainability of the company. It is also shown as decisive factors influencing the strategic formation: the social and economic context of the country, especially in view of the growth of air transport; the political context; the internal context, in which the influence caused by managers and the state of internal finances were observed; and the event of major external shocks.

Abstract Literature on strategic management has largely concentrated on strategy formulation, or, the analysis of strategic content, whereas limited attention has been given to the implementation of strategy, or the analysis of the strategic process. This study represents process research and approaches strategy as practice. The aim of this study is to increase both empirical and theoretical understanding of the nature of the processes or generative mechanisms through which the strategies are formed in small software companies – i.e., to open up the ‘black box’ of strategy formation. The field of strategic management studies is mapped with the help of reviews and meta-theoretical analyses conducted by other researchers, shedding light on the content aspect of strategy. To understand the process and context of strategy, the network perspective and the research of change are reviewed. Based on the literature review and data analysis, an a priori model is developed. The empirical research is based on the analysis of the development process of three entrepreneur-led software companies located in Kajaani, Finland, and the research is conducted as a process research using the method of a multiple case study. Based on the data analysis and the a priori model, the generative mechanisms inside the process of strategy formation in the case companies are identified: situational and transformational mechanisms, formed by the interplay of Network Visioning and Organising, and action-formation mechanism, formed by the interplay of Strategising and Organising. By opening up the ‘black box’ of strategy formation, this study increases the understanding of the reality of small software companies and the effect of the context of software business on the development of the companies. Recognising the different elements affecting strategy formation may help the companies to be aware of the mechanism affecting their development and to guide the development in the direction deemed appropriate.

O objetivo central desta tese foi investigar a forma através da qual as estratégias competitivas são formadas nas empresas paulistas atuantes no setor secundário da economia. Chama-se de formação o processo que dá origem às estratégias sem supor, no entanto, que haja uma formulação sistemática de tais decisões empresariais. A literatura sobre este assunto tem se apresentado fragmentada e unidimensional. O presente trabalho procurou contribuir para a solução de tais limitações por meio de uma abordagem conceitual e metodologicamente múltipla. Empreendeu-se uma investigação em duas fases: (1) uma enquete através de questionários de autopreenchimento em 354 empresas e (2) um estudo de caso único. Através deste tratamento metodológico e da proposicão de um modelo de entendimento em cinco dimensões, procurou-se trazer uma contribuição de visão geral ao fenômeno da formação de estratégias. Os resultados indicam que as empresas enxergam seu processo estratégico como preponderantemente deliberado, apolítico, racional e marcantemente imposto pelo ambiente. Contudo, tais conclusões não são nem homogêneas às empresas do universo nem conceitualmente definitivas, haja vista que os indicadores construídos para medir tais dimensões não apresentaram valores contundentes e manifestaram fortes desvios às médias. Ao contrário, os resultados demonstraram que as teorias preponderantes não são completamente condizentes à realidade brasileira. No que tange à associação com o crescimento do faturamento bruto anual, verificou-se significativas embora fracas correlações entre este e a utilização percebida de racionalidade e discricionariedade diante do ambiente. Assim, as empresas com maior crescimento de seu faturamento bruto entre os anos de 2006 e 2007 foram aquelas que afirmaram ter avaliado sistematicamente suas alternativas estratégias, desenvolvido planejamento formal e estudado cuidadosamente o ambiente. As firmas com menos resultados, por outro lado, tiveram a implantação de suas estratégias politicamente obstruídas e seu conteúdo determinado por forças externas. O estudo de caso, em termos gerais, indicou as mesmas respostas. A principal recomendação prática oriunda desta tese refere-se à necessidade de implantação de uma abordagem ambidestra. Isto é, implica no desenvolvimento de planejamento estratégico formal para as ações de longo prazo, mas contempla a permissão que estratégias emergentes sejam criadas no dia-a-dia corporativo. Em adição, prescreve-se que se evitem decisões politicamente orientadas e recomendam-se ações objetivando o aumento do poder econômico. Estes foram os principais resultados da tese. Apesar destes achados, sabe-se que a antiga questão sobre como são formadas as estratégias continua em aberto e sua resposta parece, também, depender das especificidades de cada empresa. Apesar de tais limites, espera-se ter oferecido uma contribuição ao mundo empresarial e aos pesquisadores sobre o tema. / The central objective of this thesis was to investigate the manner in which competitive strategies are developed in Brazilian companies, in the state of São Paulo, in the secondary sector of economy. The process which gives rise to these strategies is called formation without, however, suggesting that there is a systematic formula to decision making. The available literature on this topic is fragmented and one dimensional. The present work seeks to offer a solution to remedy this limitation by means of both a conceptual approach and a multiple methodology. The investigation was carried out in two stages: (1) a survey through questionnaires answered by 354 companies and (2) one case study. Through this methodology and the proposal of a five-dimensional model of comprehension, the study tries to provide a general view of the phenomenon of strategy formation. The results show that companies regard their strategic process as being predominantly deliberated, apolitical, rational and markedly dictated by the environment. However, such conclusions are neither homogeneous in the universe of companies nor conceptually definitive considering that the indicators built to measure such dimensions did not present distinctive values and deviated considerably from the average. Quite the contrary, the results have shown that the predominant theories do not correspond closely with the Brazilian reality. Where there is a connection with the growth of the annual gross revenue, significant - though weak correlations were verified between the latter and the perceived use of rationality and discretionarity. Thus the companies with higher gross revenue growth between the years 2006 and 2007 were the ones that declared assessing their strategic alternatives systematically, developing formal planning and studying the environment carefully. The companies with lower results, on the other hand, were politically deterred from implementing their strategies and their plans were determined by external forces. The case study revealed the same results in general. The main conclusions of this thesis refers to the need of implementing a dual approach: developing a formal, long-term strategic planning while allowing for emerging strategies in the daily corporate routine. Furthermore, politically oriented decisions should be avoided and actions aiming at strengthening economic power are recommended. However, in spite of these findings, the question of how strategies are developed remains open and the answer also seems to depend on the specific characteristics of each enterprise. Despite this, it is hoped that this thesis proves to be a useful contribution to practioners as well as researchers.

This dissertation focuses on strategy formation of firms as it unfolds over time and in context. The research questions are defined to take into account the complexity of this phenomenon, in that the themes emanating address the involved structures, processes and managerial agency as the roles and influences of managers.A "semi-deductive" methodology is introduced in order to make use of the richness of theories that pertain to the research questions. The logic behind this conduct is to first construct an interdisciplinary interpretation system based on a thematic bridging of theoretical texts. In a second stage of creating knowledge, the themes are not only retained but also extended by virtue of empirical texts. A case study covers both the organizational and sectorial level of analysis during a period of six years; thus including all the competing firms within an industry, as well as the broader context in which these companies operated. The individual level is represented by the top management groups of all firms. On both theoretical and empirical grounds, a socio-cognitive perspective emerges in which an emphasis is placed on the reciprocity between individuals as acting subjects and their social contexts. The interaction is seen as the linkage that binds actors, structures and processes. Strategy formation of the firm is uncovered as a process of structuration encapsulating distinguishable structures, interaction processes and actors. The managerial role of coupling interactions is featured. The influence of managers is discussed in terms of a freedom of interpretation and a freedom of physical action. This study carries empirical as well as theoretical implications for several research fields such as industrial evolution, the management of strategic change and the theory of the firm in general. Here, the socio-cognitive framework generated may serve as a basis for uniting individual and social aspects. The "semi-deductive" methodology may also find a broad field of application. / <p>Diss. Stockholm : Handelshögskolan, 1993</p>

Lietuvoje kūno kultūros ir sporto sektoriaus problemų analizė mokslo lygmenyje atliekama fragmentiškai, dažniausiai orientuojamasi į sportininkų rengimo arba sporto mokslo problematiką, bei problemas, susijusias su įvairaus amžiaus gyventojų fiziniu aktyvumu ir sveikata, specialistų rengimu, tačiau mažai dėmesio skiriama sporto sektoriaus vadybos klausimams, o šio sektoriaus strategijos formavimo problemų analizės apskritai pasigendama. Tyrimo tikslas – ištirti kūno kultūros ir sporto sektoriaus strategijos formavimo teorinius aspektus, sudaryti šio sektoriaus strateginio valdymo modelį ir nustatyti strategines veiklos sritis. Tyrimui pagrįsti pasitelkti bendrieji mokslinio tyrimo metodai – mokslinės literatūros, Lietuvos ir kitų šalių įstatymų bei kitų teisinių dokumentų analizė ir apibendrinimas, ekspertų apklausa, statistinė duomenų analizė ir grafinis modeliavimas. Pirmoje disertacijos dalyje nagrinėjami teoriniai strategijos formavimo konceptualizacijos aspektai. Antrojoje disertacinio darbo dalyje nagrinėjama kūno kultūros ir sporto situacija pasirinktose užsienio valstybėse ir Lietuvoje, analizuojami Lietuvos kūno kultūros ir sporto valdymo raidos organizaciniai ir ekonominai aspektai. Trečiojoje disertacinio darbo dalyje pateikiamas ir aprašomas kūno kultūros ir sporto, kaip viešojo sektoriaus, strateginio valdymo modelis, remiantis mokslinės literatūros, dokumentų analizės ir ekspertų kūno kultūros ir sporto strategijos vertinimo išvadomis, nagrinėjamos kūno kultūros... [toliau žr. visą tekstą] / Lithuanian physical education and sports sector problem analysis on scientific level is conducted fragmentarily. The most frequent research orientation consists of athletes’ training or sport science scientific problems, as well as various ages individuals’ physical activity and health, specialist training. Very little attention is dedicated to the sport sector’s management problems and the aforementioned sector strategy formation problem analysis is absent overall. The aim of the research – to investigate physical education and sports sector strategy formation theoretical aspects, constitute a management model of the physical education and sports sector and to identify strategic activity fields. The research is based on the use of general research methods – analysis and synthesis of the scientific literature, Lithuanian and other countries’ laws and other legal documents, expert interviews, statistical data analysis and graphic simulations. The first part of the dissertation covers theoretical aspects of the strategy formation conceptualization. The second part of the dissertation describes situation the physical education and sports in selected foreign countries and in Lithuania. Lithuanian physical education and sports management development, organizational and economic aspects are analyzed. The third part of the dissertation describes the physical education and sports, as the public sector, strategic management model, based on scientific literature, document analysis and... [to full text]

Lithuanian physical education and sports sector problem analysis on scientific level is conducted fragmentarily. The most frequent research orientation consists of athletes’ training or sport science scientific problems, as well as various ages individuals’ physical activity and health, specialist training. Very little attention is dedicated to the sport sector’s management problems and the aforementioned sector strategy formation problem analysis is absent overall. The aim of the research – to investigate physical education and sports sector strategy formation theoretical aspects, constitute a management model of the physical education and sports sector and to identify strategic activity fields. The research is based on the use of general research methods – analysis and synthesis of the scientific literature, Lithuanian and other countries’ laws and other legal documents, expert interviews, statistical data analysis and graphic simulations. The first part of the dissertation covers theoretical aspects of the strategy formation conceptualization. The second part of the dissertation describes situation the physical education and sports in selected foreign countries and in Lithuania. Lithuanian physical education and sports management development, organizational and economic aspects are analyzed. The third part of the dissertation describes the physical education and sports, as the public sector, strategic management model, based on scientific literature, document analysis and... [to full text] / Lietuvoje kūno kultūros ir sporto sektoriaus problemų analizė mokslo lygmenyje atliekama fragmentiškai, dažniausiai orientuojamasi į sportininkų rengimo arba sporto mokslo problematiką, bei problemas, susijusias su įvairaus amžiaus gyventojų fiziniu aktyvumu ir sveikata, specialistų rengimu, tačiau mažai dėmesio skiriama sporto sektoriaus vadybos klausimams, o šio sektoriaus strategijos formavimo problemų analizės apskritai pasigendama. Tyrimo tikslas – ištirti kūno kultūros ir sporto sektoriaus strategijos formavimo teorinius aspektus, sudaryti šio sektoriaus strateginio valdymo modelį ir nustatyti strategines veiklos sritis. Tyrimui pagrįsti pasitelkti bendrieji mokslinio tyrimo metodai – mokslinės literatūros, Lietuvos ir kitų šalių įstatymų bei kitų teisinių dokumentų analizė ir apibendrinimas, ekspertų apklausa, statistinė duomenų analizė ir grafinis modeliavimas. Pirmoje disertacijos dalyje nagrinėjami teoriniai strategijos formavimo konceptualizacijos aspektai. Antrojoje disertacinio darbo dalyje nagrinėjama kūno kultūros ir sporto situacija pasirinktose užsienio valstybėse ir Lietuvoje, analizuojami Lietuvos kūno kultūros ir sporto valdymo raidos organizaciniai ir ekonominai aspektai. Trečiojoje disertacinio darbo dalyje pateikiamas ir aprašomas kūno kultūros ir sporto, kaip viešojo sektoriaus, strateginio valdymo modelis, remiantis mokslinės literatūros, dokumentų analizės ir ekspertų kūno kultūros ir sporto strategijos vertinimo išvadomis, nagrinėjamos kūno kultūros... [toliau žr. visą tekstą]

Darbo objektas: Strategijos formavimas Kauno turizmo organizacijose. Darbo tikslas: Nustatyti strategijos formavimo ypatumus Kauno turizmo organizacijose. Darbo uždaviniai: 1. Apibrėžti strategijos sampratą ir reikšmę organizacijose veiklos efektyvumui. 2. Išskirti strateginėms mokykloms būdingus strategijos kūrimo ir įgyvendinimo procesus. 3. Išskirti strategijos formavimą organizacijose nulemiančius veiksnius atskleidžiant svarbiausius turizmo organizacijoms. 4. Sukurti turizmo organizacijų strategijos formavimo modelį. 5. Išskirti strategijos formavimo ypatumus Kauno kelionių agentūrose. Rezultatai: 1. Strategija – tai apgalvota ir ilgalaikė organizacijos plėtros kryptis bei apibrėžtam laikotarpiui veiklos veiksmų sistema, kuri sudaro galimybes organizacijai įgyvendinti jos tikslus ir yra pagrįsta remiantis jos veiklos sritimis ir formomis, vidiniais ištekliais bei pozicija išorinėje aplinkoje. Turizmo strategija turi būti formuojama atsižvelgiant į valstybinę ir regioninę turizmo strategiją. Taip pat labai svarbu pasirinkti konkrečiai įmonei tinkančią strategiją. 2. Strateginių mokyklų pasirinkimas ir strategijos kūrimas priklauso nuo: aplinkos pokyčių, konkurencingumo, vadovo asmeninės patirties, organizacijos potencialo, organizacijos dydžio, nuo organizacijos kultūros, valdžios ir politinės jėgos. Strategijos kūrimo ir įgyvendinimo procesai gali būti įvairūs, griežtai struktūrizuoti arba pasirenkami iš daugelio alternatyvų. 3. Kuriant turizmo įmonės strategiją ir... [toliau žr. visą tekstą] / The object of the study is: strategy formation in Kaunas tourism organizations. The aim of the study: to ascertain specific peculiarities of strategy formation in Kaunas tourism organizations. The tasks of the study: 1. To determine strategy conception and significance for the efficiency of the enterprise activity. 2. To except characteristic strategy creation and realization processes for strategy schools. 3. To except factors determining enterprises strategy formation and except the most important for the tourism enterprises. 4. To prepare tourism enterprise strategy model. 5. To sort out what determines strategy formation specific features in travel agencies. Results: 1. Strategy is deliberate and long lasting development direction of the organization, which creates possibilities for the organization to realize its aims and is based referring to its activity spheres and forms, internal resources and position in external environment. Tourism strategy must be formed taking into consideration state and regional tourism strategy. Furthermore it is very important to choose suitable strategy for the concrete enterprise. 2. The choice of strategy schools and strategy formation depends on the environmental changes, competition, individual experience of the leader, potential of the organization, organization culture and size, government and political power. Creation of strategy and realization processes can be various, strictly structurized or chosen from a lot of alternatives... [to full text]

Made available in DSpace on 2015-04-11T13:58:04Z (GMT). No. of bitstreams: 1 Eunice.pdf: 1623098 bytes, checksum: 7b248ef3d7eb010705d6ac4c08d2275b (MD5) Previous issue date: 2008-09-18 / The problem that motivated this research was to investigate which the characteristics that had predominated in the process of formation of strategies of the Masa company of the Amazônia, being aimed at to evidence the occured changes in the period of 1990-2006. This company is located in the Industrial Polar region of Manaus and belongs to the Flextronics Group, world-wide leader of design industrial, in the manufacture of electronic products, component plastics, equipment of telecommunications and activities of logistic. It is national distinguished for its history of development and conquest of diverse prizes and certifications, between them the election per two years consecutive (2006 and 2007) for the Magazine Examination as the best company to work. It is a study of longitudinal case, effected of descriptive form, corresponding to a qualitative boarding. The data had been collected from primary and secondary sources, through interviews, documents and bibliographical research. The longitudinal study it allowed that the analysis of the data was effected by chronological the historical reconstruction/of the collected data, making possible the identification of periods of training and periods in the formation of strategies, having as base the model of Mintzberg, Ahlstrand and Lampel (2000). In what it says respect to the findings of the research, was possible to identify four periods where the standards of decisions and action had been consolidated, from a historical reconstruction of the behavior of the organization. It was distinguished construction of a new organizational culture, stimulated for important factors amongst them the almost bankruptcy in the decade of ninety, establishment of a new vision, technological innovation and qualification of staff, under one same leadership, factor rare in the studies on strategy that enclose long periods of analysis / O problema que motivou esta pesquisa foi o de investigar quais as características que predominaram no processo de formação de estratégias da empresa Masa da Amazônia, visando evidenciar as mudanças ocorridas no período de 1990-2006. A empresa está localizada no Pólo Industrial de Manaus (PIM) e pertence ao Grupo Flextronics, líder mundial de design industrial, na fabricação de produtos eletrônicos, componentes plásticos, equipamentos de telecomunicações e atividades de logística. Destacou-se nacionalmente por sua história de desenvolvimento e conquista de diversos prêmios e certificações, entre eles a eleição por dois anos consecutivos (2006 e 2007) pela Revista Exame como a melhor empresa para se trabalhar. Foi realizado um estudo de caso longitudinal, efetuado de forma descritiva, correspondendo a uma abordagem qualitativa. Os dados foram coletados a partir de fontes primárias e secundárias, através de entrevistas, documentos e pesquisa bibliográfica. O estudo longitudinal permitiu que a análise dos dados fosse efetuada pela reconstrução histórica/ cronológica dos dados coletados, possibilitando a identificação de estágios e períodos na formação de estratégias, tendo como base o modelo de Mintzberg, Ahlstrand e Lampel (2000). No que diz respeito aos achados da pesquisa, foi possível identificar quatro períodos em que os padrões de decisões e ações foram consolidados, a partir de uma reconstrução histórica do comportamento da organização. Destacou-se a construção de uma nova cultura organizacional, impulsionada por fatores marcantes dentre eles a quase falência na década de noventa, estabelecimento de uma nova visão, inovação tecnológica e capacitação de pessoal sob uma mesma liderança, fator raro nos estudos sobre estratégia que abrangem longos períodos de análise.