O ambiente de negócios tem apresentado constantes desafios aos dirigentes de empresas. Nesse contexto, a permanente vigilância, reflexo da competitividade e busca de produtividade, faz com as atenções estejam voltadas aos fatores antecedentes e, consequentemente, para a dimensão Responsabilidade Socioambiental Corporativa (RSAC). O trabalho analisa e estima a intensidade das relações entre os fatores valor da marca, reputação da empresa, satisfação dos interessados (stakeholders) e riscos de externalidades, como satélites explicativos da RSAC. E, além dos testes de aderência no modelo relacional, propõe e testa uma equação para dimensionar o grau de Maturidade em Responsabilidade Socioambiental Corporativa Setorial (RSAC), procurando analisar e identificar, em que estágio a RSAC afeta os construtos finais enquanto retorno estratégico para as organizações. Esta pesquisa foi realizada no setor da construção civil de Minas Gerais, representado por seus gestores, e os dados coletados por meio de um survey usando um questionário com questões estruturadas com variação likert. Os dados foram avaliados mediante análise de equações estruturais usando o LVPLS. Para a mensuração das ações em Responsabilidade Socioambiental, utilizaram-se os modelos conhecidos nas organizações e academia, tais como o Índice de Sustentabilidade Empresarial, os Dow Jones Indexes, o indicador do Instituto Ethos e a representação teórica de Hopkins (1997).
RESUMOO presente trabalho apresenta um estudo sobre processo de formação de estratégia com a seguinte pergunta de partida: "Como se forma a estratégia em uma empresa inovadora e quais fatores se manifestam neste processo?". A pesquisa apoia-se no estudo de caso de uma empresa considerada inovadora, líder em seu setor e pioneira na prestação de diversos serviços na área de telefonia móvel no Brasil. A coleta de dados foca entrevistas semi-estruturadas com diretores e gerentes envolvidos no processo de formação da estratégia, complementada pela coleta de documentos e observação direta. A análise dos dados baseia-se nas técnicas de análise do discurso, a partir das estratégias de persuasão sugeridas por Faria e Linhares (1993). A estratégia da empresa estudada pode ser definida como uma visão empreendedora, voltada para o crescimento apoiado por um processo de diversificação das linhas de produto a partir de um novo direcionamento composto por três elementos: (i) "componentização"; (ii) segmentação por cadeia de produtos e; (iii) alavancagem externa para financiar a sua retomada de projetos inovadores. Concluiu-se que essa estratégia da empresa de focar nos três fatores, apoiada por uma visão deliberada do futuro, condiciona sua trajetória histórica tipo padrão cultural, -seus valores centrais -, que atua como fator motivador e guia para as decisões e ações dos membros da organização.Palavras-chave: Visão empreendedora. Componentização. Heurística.
This paper discusses the performance of companies in the sector of electric energy which are listed in the BM&FBovespa's special corporate governance levels. It also presents a comparison of the performance companies listed in the Special levels. The paper emphasizes a theoretical framework proposed by the theory of the firm in order to ease the understanding of corporate governance, providing a reflection on issues addressed for this theory which gain importance in the context of corporate governance. Methodologically, it is characterized as a quantitative research, basically divided into two parts: in the first, the performance of each company before and after the admission to a special level was compared. In the second, a comparison of the companies' performance was analyzed. It is concluded that the vast majority of companies surveyed showed no change in performance before and after admission. When comparing the performance of all companies, it was observed that level 1 companies have presented better performance than companies listed in the New Market. We also conclude that, within the same segment, the companies did not obtain similar average performance. The results achieved are not questioning the legitimacy of the criteria proposed by differentiating the BM&FBovespa's special corporate governance levels, which in practice is extremely valid for explicit contractual commitments made by companies in a scenario still deficient in terms of regulations and laws. However, given the results, it is believed that there is a limitation in the number of explanatory models for analyzing the established corporate governance companies, particularly regarding its real clarification capacity, and the validity of the submitted generalizations. There is, in fact, a construct that has not yet operated considering that the index constructed from indicators that take into account only formal aspects proves to be insufficient. Finally, the criteria for differentiating the BM&FBovespa's special corporate governance levels contemplates the propositions of the financial model for corporate governance, disregarding the concepts introduced by other theories. Based on the cases studied, it is expected that this study may be able to contribute to the discussion on corporate governance, particularly in terms of its restricted analysis to financial criteria and formal aspects.
The electronics retail market has been growing in a remarkable way. On the other hand, the strong competition in retail and the fact that the same retailers sell products of similar brands and models, poses asignificant challenge for its differentiation. That's the purpose of this work, which aims at proposing a scale that measures these retailers' image, identifying the factors that impacted this image the most, as well as verifying the possible impacts of the image in the consumers' behavioral intentions. Thus, 48 detailed interviews and 4 discussion groups were carried out plus 490 questionnaires. After the scales were validated, a structural model was tested. It was observed that that the Instrumental elements, followed by the factors Products and Appearance/ Assistance in the Store were the ones that caused the biggest impact in the retailer's Image. On the other hand, the Image presented a high impact in the purchase intention and word of mouth communication, which is determinant for these retailers' performance in the market. The article contributes with the development of Image scale for Electronics' Retailers as well as in the evidence of the significant impacts of this image in the behavioral intentions. The image scale can also be applied by retailers in a managerial way as an image diagnosis and comparative measurement with competitors.
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