Evolução estrutural da indústria de energia elétrica: o segmento de distribuição na região nordeste

Santos, Gervásio F.; Ghirardi, André G.

doi:10.1590/S1984-92302003000300006

Resumos

As reformas estruturais da indústria de energia elétrica criaram novas oportunidades para competição e, com isso, motivaram comportamentos mais dinâmicos por parte das empresas do setor. Nesse novo ambiente criado pelas reformas, incertezas e riscos podem dar margem a oportunidades de mercado, particularmente através de inovações organizacionais. O objetivo deste artigo é descrever as inovações organizacionais que favorecem o desenvolvimento de novas competências e dão nova forma à estrutura da indústria, especialmente no segmento de distribuição de energia elétrica. No ambiente competitivo, as firmas são obrigadas a adotar modelos de organização que permitam otimização de ativos, e redução de custos operacionais, ao tempo em que promovem a formação de novas competências. A estratégia organizacional do grupo espanhol Iberdrola, que atua no Brasil, é apresentada como exemplo das tendências recentes na indústria, mostrando algumas das novas possibilidades de organização no setor elétrico Brasileiro.

The structural reforms of the electric power industry have created new opportunities for competition, therefore motivating more dynamic patterns of behavior in electric utilities. In the new environment created by reforms, uncertainties and risks can be made into market opportunities, especially by means of innovations in patterns of firm organization. The objective of this article is to describe organizational innovations that foster the development of new capabilities and reshape the organization of the industry, especially in the segment of electricity distribution. In a competitive environment, companies have to adopt organizational models that allow for asset optimization, and for reduced operational costs, while allowing for the development of new capabilities. The organizational strategy of the Spanish group Iberdrola in Brazil is presented as an example of this recent trend in the industry, showing some of the new possibilities of organization in Brazilian electric utilities.

ARTIGO

Evolução estrutural da indústria de energia elétrica: o segmento de distribuição na região nordeste

Gervásio F. Santos^I; André G. Ghirardi^II

^IMestre em Economia pela Faculdade de Ciências Econômicas da UFBA

^I^IProfessor Adjunto da Faculdade de Ciências Econômicas da UFBA

R ESUMO

As reformas estruturais da indústria de energia elétrica criaram novas oportunidades para competição e, com isso, motivaram comportamentos mais dinâmicos por parte das empresas do setor. Nesse novo ambiente criado pelas reformas, incertezas e riscos podem dar margem a oportunidades de mercado, particularmente através de inovações organizacionais. O objetivo deste artigo é descrever as inovações organizacionais que favorecem o desenvolvimento de novas competências e dão nova forma à estrutura da indústria, especialmente no segmento de distribuição de energia elétrica. No ambiente competitivo, as firmas são obrigadas a adotar modelos de organização que permitam otimização de ativos, e redução de custos operacionais, ao tempo em que promovem a formação de novas competências. A estratégia organizacional do grupo espanhol Iberdrola, que atua no Brasil, é apresentada como exemplo das tendências recentes na indústria, mostrando algumas das novas possibilidades de organização no setor elétrico Brasileiro.

A BSTRACT

The structural reforms of the electric power industry have created new opportunities for competition, therefore motivating more dynamic patterns of behavior in electric utilities. In the new environment created by reforms, uncertainties and risks can be made into market opportunities, especially by means of innovations in patterns of firm organization. The objective of this article is to describe organizational innovations that foster the development of new capabilities and reshape the organization of the industry, especially in the segment of electricity distribution. In a competitive environment, companies have to adopt organizational models that allow for asset optimization, and for reduced operational costs, while allowing for the development of new capabilities. The organizational strategy of the Spanish group Iberdrola in Brazil is presented as an example of this recent trend in the industry, showing some of the new possibilities of organization in Brazilian electric utilities.

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REFERÊNCIAS

AGÊNCIA NACIONAL DE ENERGIA ELÉTRICA – Participação dos agentes econômicos no mercado de energia elétrica. Disponível em:<http://www.aneel.gov.br>. Acesso em: 20 de out. 2002.

AMR RESEARCH. Digest Acquisitions and Prepare for Real Competition: The Report on Utilities E-Business. Disponível em: http://www.amrresearch.com. Acesso em: 10 de mar. 2001.

BONINI, Jack. Post-Merger Integration: doing the right deal and doing the deal right. In: The impact of competition: utilities project. USA, Montgomery research, 2000, vol. 01, p 1-5.

CEPAL. España: Inversiones y estrategias empresariales em América Latina y el Caribe. In: CEPAL. La inversión extranjera em América Latina y el Caribe. Disponível em: <http://www.eccpe.org> Acesso em: 25 ago. 2000.

The impact of competition:utilities project. USA, Montgomery research, 2002, vol. 02, p 44-47.

DAVENPORT, Thomas, SHORT, James. The New Industrial Engeneering: information technology and business process redesign. Sloan Management Review Association , n.º 11, p. 11-27, Summer, 1990.

DAWSON, Jack, LOUHNEY, Katie, VALOCCHI, Michael. Strategic transformation in the energy industry: a blueprint for competing in a restructured and networked environment. In: The impact of competition: utilities project. USA, Montgomery research, 2002, vol. 02, p. 226-230.

DEWEESE, Jeff. E-energy: the impact of the internet on the energy industry. In: The impact of competition: utilities project. USA, Montgomery research, 2000, vol. 01, p. 134-137.

DOSI, Giovanni, TEECE, David, WINTER, Sidney. Toward a theory of corporate coherence: preliminary remarks. In: DOSI, Giovanni, GIANNETTI, Renato, TONINELLIM, Pier Angelo (Org.) Technology and enterprise in a historical perspective. New York: Oxforf University Pres, 1992. p. 185-211.

ESCHENBRENNER. Thomas. Shared service organizations: more than a legal play. In: The impact of competition: utilities project. USA, Montgomery research, 2000, vol. 01, p. 266-270.

GALLARDO, Fernando. La Eestratégia em Telecomunicaciones de Las Empresas Eléctricas: el caso de Endesa e Iberdrola. In: SEMINÁRIO SOBRE REGULAÇÃO DOS MERCADOS, 1 ,2000, Salvador. 17 p.

GREEN, Goeff. The Global Power Company of the Future. In: The impact of competition: utilities project. USA, Montgomery research, 2000, vol. 01, p. 28-31.

GUARANIANA S.A. Disponível em: <http://www.guaraniana.com.br> Acesso em: 10 de mai. 2002 a.

GUARANIANA S.A. Projeto de Funções Compartilhadas. Salvador: 2002 b. 1 disquete de 1.4 Mb para uso de PC.

HOSS, Frank. Enterprise Service Delivery for the Utilities Industry. In: The impact of competition: utilities project. USA, Montgomery research, 2000, vol. 01, p. 260-265.

IBERDROLA. História del grupo. Disponível em: <http://www.iberdrola.es>. Acesso: em 15 de jul.2002 a.

JOHNSTON, Russell, LAWRENCE, Paul. Beyond Vertical Integration: the rise of the value-added partnership. Harvard Business Review, USA, p. 94-101, July-August 1988.

JOSKOW, Paul, SCHMALENSEE, Richard. Markets to power: an analysis of electric utility deregulation. London, MIT Press, Cambridge Massachusetts, 1985. 269 p.

KEENAN, Gerald. The innovation imperative. In: The impact of competition: utilities project. USA, Montgomery research, 2000, vol. 01, p. 48-52

KLEIN, Richard. Succes in deregulated markets: the multiutilies model. In: The impact of competition: utilities project. USA, Montgomery research, 2002, vol. 02, p. 48-51.

KONSYNSKI, Benn, McFARLAN, Warren. Information Partnerships: shared data, shared scale. Harvard Business Review, USA, p. 114-120, September-October1990.

LIS, Stephen. The changing role of the utility CFO. In: The impact of competition: utilities project. USA, Montgomery research, 2002, vol. 02, p. 56-59

MAcCARTHY, Patrick, WAINTROOB, Daniel. Talk do me: outsourcing to make big gains with small businesses. In: The impact of competition: utilities project. USA, Montgomery research, 2002, vol. 02, p. 220-223.

NICHOLSON, Rick, SPIERS, Jim. Evolution of the energy value chain. In: The impact of competition: utilities project. USA, Montgomery research, 2002, vol. 02, p. 32-36.

NICHOLSON, Rick. Information technology and the new energy industry. In.: The impact of competition: utilities project. USA, Montgomery research, 2000, vol. 01, p. 78-81

POWER TO THE POOR. The Economist. USA 10 fev. 2001. p. 17-18.

PRAHALAD, CK, HAMEL, Gary. The core competence of the corporation. Harvard Business Review, USA, p. 79-90, may-june 1990.

RICHARDSON, G.B. The organization of industry. The economic Journal, Londres, vol. 82, n. 327, p. 883-896, 1972.

TEECE, David, PISANO, Gary. The dynamic capabilities of firms: an introduction. Industrial corporate change. London: Oxford University Press, 1994. p. 537-555.

AMR RESEARCH. Digest Acquisitions and Prepare for Real Competition: The Report on Utilities E-Business. Disponível em: http://www.amrresearch.com Acesso em: 10 de mar. 2001.
BONINI, Jack. Post-Merger Integration: doing the right deal and doing the deal right. In: The impact of competition: utilities project. USA, Montgomery research, 2000, vol. 01, p 1-5.
CEPAL. España: Inversiones y estrategias empresariales em América Latina y el Caribe. In: CEPAL. La inversión extranjera em América Latina y el Caribe. Disponível em: <http://www.eccpe.org> Acesso em: 25 ago. 2000.
The impact of competition:utilities project. USA, Montgomery research, 2002, vol. 02, p 44-47.
DAVENPORT, Thomas, SHORT, James. The New Industrial Engeneering: information technology and business process redesign. Sloan Management Review Association , n.º 11, p. 11-27, Summer, 1990.
DAWSON, Jack, LOUHNEY, Katie, VALOCCHI, Michael. Strategic transformation in the energy industry: a blueprint for competing in a restructured and networked environment. In: The impact of competition: utilities project USA, Montgomery research, 2002, vol. 02, p. 226-230.
DEWEESE, Jeff. E-energy: the impact of the internet on the energy industry. In: The impact of competition: utilities project USA, Montgomery research, 2000, vol. 01, p. 134-137.
DOSI, Giovanni, TEECE, David, WINTER, Sidney. Toward a theory of corporate coherence: preliminary remarks. In: DOSI, Giovanni, GIANNETTI, Renato, TONINELLIM, Pier Angelo (Org.) Technology and enterprise in a historical perspective New York: Oxforf University Pres, 1992. p. 185-211.
ESCHENBRENNER. Thomas. Shared service organizations: more than a legal play. In: The impact of competition: utilities project USA, Montgomery research, 2000, vol. 01, p. 266-270.
GALLARDO, Fernando. La Eestratégia em Telecomunicaciones de Las Empresas Eléctricas: el caso de Endesa e Iberdrola. In: SEMINÁRIO SOBRE REGULAÇÃO DOS MERCADOS, 1 ,2000, Salvador. 17 p.
GREEN, Goeff. The Global Power Company of the Future. In: The impact of competition: utilities project. USA, Montgomery research, 2000, vol. 01, p. 28-31.
GUARANIANA S.A. Disponível em: <http://www.guaraniana.com.br> Acesso em: 10 de mai. 2002 a.
GUARANIANA S.A. Projeto de Funções Compartilhadas Salvador: 2002 b. 1 disquete de 1.4 Mb para uso de PC.
HOSS, Frank. Enterprise Service Delivery for the Utilities Industry In: The impact of competition: utilities project USA, Montgomery research, 2000, vol. 01, p. 260-265.
IBERDROLA. História del grupo. Disponível em: <http://www.iberdrola.es>. Acesso: em 15 de jul.2002 a.
JOHNSTON, Russell, LAWRENCE, Paul. Beyond Vertical Integration: the rise of the value-added partnership. Harvard Business Review, USA, p. 94-101, July-August 1988.
JOSKOW, Paul, SCHMALENSEE, Richard. Markets to power: an analysis of electric utility deregulation. London, MIT Press, Cambridge Massachusetts, 1985. 269 p.
KEENAN, Gerald. The innovation imperative. In: The impact of competition: utilities project USA, Montgomery research, 2000, vol. 01, p. 48-52
KLEIN, Richard. Succes in deregulated markets: the multiutilies model. In: The impact of competition: utilities project USA, Montgomery research, 2002, vol. 02, p. 48-51.
KONSYNSKI, Benn, McFARLAN, Warren. Information Partnerships: shared data, shared scale. Harvard Business Review, USA, p. 114-120, September-October1990.
LIS, Stephen. The changing role of the utility CFO. In: The impact of competition: utilities project USA, Montgomery research, 2002, vol. 02, p. 56-59
MAcCARTHY, Patrick, WAINTROOB, Daniel. Talk do me: outsourcing to make big gains with small businesses. In: The impact of competition: utilities project USA, Montgomery research, 2002, vol. 02, p. 220-223.
NICHOLSON, Rick, SPIERS, Jim. Evolution of the energy value chain. In: The impact of competition: utilities project USA, Montgomery research, 2002, vol. 02, p. 32-36.
NICHOLSON, Rick. Information technology and the new energy industry. In.: The impact of competition: utilities project USA, Montgomery research, 2000, vol. 01, p. 78-81
POWER TO THE POOR. The Economist USA 10 fev. 2001. p. 17-18.
PRAHALAD, CK, HAMEL, Gary. The core competence of the corporation. Harvard Business Review, USA, p. 79-90, may-june 1990.
RICHARDSON, G.B. The organization of industry. The economic Journal, Londres, vol. 82, n. 327, p. 883-896, 1972.
TEECE, David, PISANO, Gary. The dynamic capabilities of firms: an introduction. Industrial corporate change. London: Oxford University Press, 1994. p. 537-555.

Datas de Publicação

Publicação nesta coleção
04 Nov 2014
Data do Fascículo
Ago 2003

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

[2] AMR RESEARCH. Digest Acquisitions and Prepare for Real Competition: The Report on Utilities E-Business. Disponível em: http://www.amrresearch.com Acesso em: 10 de mar. 2001.

[3] BONINI, Jack. Post-Merger Integration: doing the right deal and doing the deal right. In: The impact of competition: utilities project. USA, Montgomery research, 2000, vol. 01, p 1-5.

[4] CEPAL. España: Inversiones y estrategias empresariales em América Latina y el Caribe. In: CEPAL. La inversión extranjera em América Latina y el Caribe. Disponível em: <http://www.eccpe.org> Acesso em: 25 ago. 2000.

[5] The impact of competition:utilities project. USA, Montgomery research, 2002, vol. 02, p 44-47.

[6] DAVENPORT, Thomas, SHORT, James. The New Industrial Engeneering: information technology and business process redesign. Sloan Management Review Association , n.º 11, p. 11-27, Summer, 1990.

[7] DAWSON, Jack, LOUHNEY, Katie, VALOCCHI, Michael. Strategic transformation in the energy industry: a blueprint for competing in a restructured and networked environment. In: The impact of competition: utilities project USA, Montgomery research, 2002, vol. 02, p. 226-230.

[8] DEWEESE, Jeff. E-energy: the impact of the internet on the energy industry. In: The impact of competition: utilities project USA, Montgomery research, 2000, vol. 01, p. 134-137.

[9] DOSI, Giovanni, TEECE, David, WINTER, Sidney. Toward a theory of corporate coherence: preliminary remarks. In: DOSI, Giovanni, GIANNETTI, Renato, TONINELLIM, Pier Angelo (Org.) Technology and enterprise in a historical perspective New York: Oxforf University Pres, 1992. p. 185-211.

[10] ESCHENBRENNER. Thomas. Shared service organizations: more than a legal play. In: The impact of competition: utilities project USA, Montgomery research, 2000, vol. 01, p. 266-270.

[11] GALLARDO, Fernando. La Eestratégia em Telecomunicaciones de Las Empresas Eléctricas: el caso de Endesa e Iberdrola. In: SEMINÁRIO SOBRE REGULAÇÃO DOS MERCADOS, 1 ,2000, Salvador. 17 p.

[12] GREEN, Goeff. The Global Power Company of the Future. In: The impact of competition: utilities project. USA, Montgomery research, 2000, vol. 01, p. 28-31.

[13] GUARANIANA S.A. Disponível em: <http://www.guaraniana.com.br> Acesso em: 10 de mai. 2002 a.

[14] GUARANIANA S.A. Projeto de Funções Compartilhadas Salvador: 2002 b. 1 disquete de 1.4 Mb para uso de PC.

[15] HOSS, Frank. Enterprise Service Delivery for the Utilities Industry In: The impact of competition: utilities project USA, Montgomery research, 2000, vol. 01, p. 260-265.

[16] IBERDROLA. História del grupo. Disponível em: <http://www.iberdrola.es>. Acesso: em 15 de jul.2002 a.

[17] JOHNSTON, Russell, LAWRENCE, Paul. Beyond Vertical Integration: the rise of the value-added partnership. Harvard Business Review, USA, p. 94-101, July-August 1988.

[18] JOSKOW, Paul, SCHMALENSEE, Richard. Markets to power: an analysis of electric utility deregulation. London, MIT Press, Cambridge Massachusetts, 1985. 269 p.

[19] KEENAN, Gerald. The innovation imperative. In: The impact of competition: utilities project USA, Montgomery research, 2000, vol. 01, p. 48-52

[20] KLEIN, Richard. Succes in deregulated markets: the multiutilies model. In: The impact of competition: utilities project USA, Montgomery research, 2002, vol. 02, p. 48-51.

[21] KONSYNSKI, Benn, McFARLAN, Warren. Information Partnerships: shared data, shared scale. Harvard Business Review, USA, p. 114-120, September-October1990.

[22] LIS, Stephen. The changing role of the utility CFO. In: The impact of competition: utilities project USA, Montgomery research, 2002, vol. 02, p. 56-59

[23] MAcCARTHY, Patrick, WAINTROOB, Daniel. Talk do me: outsourcing to make big gains with small businesses. In: The impact of competition: utilities project USA, Montgomery research, 2002, vol. 02, p. 220-223.

[24] NICHOLSON, Rick, SPIERS, Jim. Evolution of the energy value chain. In: The impact of competition: utilities project USA, Montgomery research, 2002, vol. 02, p. 32-36.

[25] NICHOLSON, Rick. Information technology and the new energy industry. In.: The impact of competition: utilities project USA, Montgomery research, 2000, vol. 01, p. 78-81

[26] POWER TO THE POOR. The Economist USA 10 fev. 2001. p. 17-18.

[27] PRAHALAD, CK, HAMEL, Gary. The core competence of the corporation. Harvard Business Review, USA, p. 79-90, may-june 1990.

[28] RICHARDSON, G.B. The organization of industry. The economic Journal, Londres, vol. 82, n. 327, p. 883-896, 1972.

[29] TEECE, David, PISANO, Gary. The dynamic capabilities of firms: an introduction. Industrial corporate change. London: Oxford University Press, 1994. p. 537-555.