ANALYTICAL STRUCTURE TO PRACTICED STRATEGY IDENTIFICATION: A STUDY OF TWO SERVICE COMPANIES

Abstract

The strategic management is a subject of growing interest over the last decades. Through the management the actions resulting from the established organizational strategy are put into practice. However, for the implementation of the management it is necessary to identify and understand clearly the organization strategy. Conceptually, there are various approaches on strategy, with different components and characteristics. The goal of this work is to propose a structure analyses to identify the strategies practiced in the organizations through the consolidations of several schools. To do so, the approaches of strategic positioning, strategic typology, strategic mission and resource-based view are unified in a reference framework, through a deductive approach. The different elements of these approaches are put together in a structure of research that serves as basis to the research of the strategy practiced. This structure was applied illustratively in two organizations of services, through case study. It was perceived in one of the organizations a great strategic clarity, in a position of differentiation, with its executives’ perception of satisfactory performance; in the other organization the practiced strategy is less evident. In both cases it was possible to identify elements of different strategic approaches and possible deficiency and limitations of the strategy management, including executives’ perception of its effect on organizational performance.