Resumos
Pesquisas realizadas sobre o tema de formação de estratégias em pequenas empresas indicam que estas não usam abordagens formais para o apoio ao processo de planejamento estratégico. Elas tendem a utilizar uma abordagem informal e oportunista na criação de estratégias. Os resultados deste artigo mostram que pequenas firmas de prestação de serviços para a Internet não adotam ferramentas do tipo tool-kit. Elas aplicam um conjunto de atividades influenciadas por três dimensões características na formação de estratégias: "incrementalismo", informalidade e networking. Este estudo revela, ainda, que as empresas não empregam, de forma sistemática, as ferramentas acadêmicas concebidas para apoiar o processo de desenvolvimento de estratégias. Essas ferramentas foram percebidas como consumidoras de tempo e impróprias para a adoção pelas empresas analisadas.
Estratégia; Internet; e-business; pequenas empresas; informalidade e estratégia
Previous research on the theme of strategy formation in small companies has found that these companies do not use a formal strategic planning process. Rather, they tend to use a more informal and opportunistic approach to strategy formulation. Instead of using a structured tool-kit-based approach to strategy, the results of this article show that small Internet service firms adopt a distinct process for strategy development. This process is based on three dimensions: incrementalism, informalism and networking. Furthermore, this study reveals that these companies do not use in a systematic way any of the academic tools conceived to support strategy development. These tools were perceived as too time consuming and, to a certain degree, unsuitable for adoption by the case-firms.
Strategy; Internet; e-business; small companies; informalism and strategy
ESTRATÉGIA
Estratégia nas empresas de internet: lições da informalidade
Marco A. Barros
Mestre em Administração pela University of Glasgow Business School e Professor da ESPM-RJ. E-mail: mabarro@hotmail.com
RESUMO
Pesquisas realizadas sobre o tema de formação de estratégias em pequenas empresas indicam que estas não usam abordagens formais para o apoio ao processo de planejamento estratégico. Elas tendem a utilizar uma abordagem informal e oportunista na criação de estratégias. Os resultados deste artigo mostram que pequenas firmas de prestação de serviços para a Internet não adotam ferramentas do tipo tool-kit. Elas aplicam um conjunto de atividades influenciadas por três dimensões características na formação de estratégias: "incrementalismo", informalidade e networking. Este estudo revela, ainda, que as empresas não empregam, de forma sistemática, as ferramentas acadêmicas concebidas para apoiar o processo de desenvolvimento de estratégias. Essas ferramentas foram percebidas como consumidoras de tempo e impróprias para a adoção pelas empresas analisadas.
Palavras-chave: Estratégia, Internet, e-business, pequenas empresas, informalidade e estratégia.
ABSTRACT
Previous research on the theme of strategy formation in small companies has found that these companies do not use a formal strategic planning process. Rather, they tend to use a more informal and opportunistic approach to strategy formulation. Instead of using a structured tool-kit-based approach to strategy, the results of this article show that small Internet service firms adopt a distinct process for strategy development. This process is based on three dimensions: incrementalism, informalism and networking. Furthermore, this study reveals that these companies do not use in a systematic way any of the academic tools conceived to support strategy development. These tools were perceived as too time consuming and, to a certain degree, unsuitable for adoption by the case-firms.
Key words: Strategy, Internet, e-business, small companies, informalism and strategy.
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Datas de Publicação
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Publicação nesta coleção
15 Set 2011 -
Data do Fascículo
Dez 2001