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A Gestão Estratégica Empresarial
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Abstract(s)
Esta abordagem à “Gestão Estratégica Empresarial” (GEE) baseou-se no estudo de cinco das quinze sociedades, não financeiras, integrantes do índice bolsista português (PSI 20), cobrindo os seus cinco diferentes sectores de actividade económica, com o VAB das 15 sociedades a representar 10% do PIB português em 2011.
Os casos foram seleccionados, descritas a missão, visão e os principais marcos dos percursos estratégicos realizados, a estrutura organizacional e o modelo de Corporate Governance adoptados. Foram analisadas as evoluções patrimoniais e alguns indicadores de performance na óptica shareholders, efectuada uma análise SWOT e uma síntese das estratégias implementadas entre 2008 e 2012.
Para responder às questões de partida, e suas derivadas, foram obtidas informações nos relatórios e contas anuais de gestão de cada sociedade e realizadas Entrevistas e Questionários, para a identificação e ponderação dos factores e variáveis integrantes dos modelos de análise concebidos. Um, para identificar os principais Factores Críticos de Sucesso na perspectiva da GEE. Outro, para aferir o nível de desenvolvimento da GEE praticada, tendo por base factores estratégicos de natureza qualitativa e as performances médias das variáveis e indicadores de natureza quantitativa, representando os “outputs” do modelo, ou as resultantes da GEE empreendida na sociedade.
Concluiu-se pelo interesse e utilidade dos inter-relacionamentos dos modelos exploratórios aplicados. As sociedades com maior grau de internacionalização, detentoras de “Know-how”, marcas e produtos inovadores bem sucedidos são as sociedades que melhor podem explorar as oportunidades e minimizar os impactos das ameaças, alcançando melhores rendibilidades.
A internacionalização deixou de ser apenas uma simples opção estratégica para o desenvolvimento. É também uma via para a sobrevivência das empresas que operam em mercados de reduzida dimensão e escala económica e que têm consciência de que as oportunidades também são factores decisivos do sucesso estratégico das organizações.
The present approach to “The Corporate Strategic Management” was based on five of the fifteen non financial cases studies included the Portuguese Stock Index (PSI 20) and covering five different economic activities sectors, with an economic gross value representing about 10% of Portuguese 2011 GIP. These cases were selected, described their strategic mission and vision, principal strategic marks, organizational structure, the corporate governance model and the strategies implemented. Patrimonial Balance structures and results evolutions were analysed so as some performance indicators related with the shareholders perspectives, a SWOT analysis and a strategic resume of implemented strategies during the period 2008-2012. The principal information to answer the departure question and their derivates were the companies annual accounts and activities reports and the Interviews and Questionnaires concerning each model concept and the selected companies environments. To obtain more useful information, there was built two models for strategic analysis. One to diagnostic the critical factors of strategic management success. Other to conclude, from a mix of input factors and output annual variables, the level and phase of the strategic development process of each different case study. It was possible to conclude, in general terms, that the internationalization, differentiation and the permanent fight against all costs that add no more value, are good strategic partners to the competitive and durable sustainability of the companies. In fact, the internationalization is note only a simple corporate strategic option. It is also one way to survive and obtain corporate potential development, as more necessary and immediate as shorter are the markets dimensions and scales and faster is the economic globalization process and greater is the general conscience of managers that time and opportunities, are also critical factors of strategic success for all organizations.
The present approach to “The Corporate Strategic Management” was based on five of the fifteen non financial cases studies included the Portuguese Stock Index (PSI 20) and covering five different economic activities sectors, with an economic gross value representing about 10% of Portuguese 2011 GIP. These cases were selected, described their strategic mission and vision, principal strategic marks, organizational structure, the corporate governance model and the strategies implemented. Patrimonial Balance structures and results evolutions were analysed so as some performance indicators related with the shareholders perspectives, a SWOT analysis and a strategic resume of implemented strategies during the period 2008-2012. The principal information to answer the departure question and their derivates were the companies annual accounts and activities reports and the Interviews and Questionnaires concerning each model concept and the selected companies environments. To obtain more useful information, there was built two models for strategic analysis. One to diagnostic the critical factors of strategic management success. Other to conclude, from a mix of input factors and output annual variables, the level and phase of the strategic development process of each different case study. It was possible to conclude, in general terms, that the internationalization, differentiation and the permanent fight against all costs that add no more value, are good strategic partners to the competitive and durable sustainability of the companies. In fact, the internationalization is note only a simple corporate strategic option. It is also one way to survive and obtain corporate potential development, as more necessary and immediate as shorter are the markets dimensions and scales and faster is the economic globalization process and greater is the general conscience of managers that time and opportunities, are also critical factors of strategic success for all organizations.
Description
Keywords
Gestão estratégica empresarial Portugal
Citation
Publisher
Universidade Europeia - Laureate International Universities