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Atualmente, as empresas gastam muito tempo e muitos recursos a definir a sua estratégia. Isso acontece porque a estratégia é fundamental para o sucesso de uma organização, independentemente do seu tamanho ou setor de atuação. Definir uma estratégia não é complexo, mas pode ser difícil, uma vez que obriga as organizações a tomarem decisões específicas sobre o seu futuro. A.G. Lafley, ex-CEO da Procter & Gamble, em parceria com o consultor estratégico e ex-reitor da Rotman School of Management, Roger Martin, decidiram estudar exaustivamente o tema da estratégia, explicando para que serve, porque precisamos dela e como é que a devemos aplicar. Os dois estrategas, com base nas várias experiências profissionais acumuladas ao longo de vários anos, decidiram escrever um livro, cujo título é “Playing to Win: How Strategy Really Works”, que servirá de base para a realização desta investigação, e que mostra como os líderes das organizações podem orientar as suas ações do dia a dia tendo sempre em vista objetivos mais estratégicos e de longo prazo. Lafley e Martin estudaram e desenvolveram, então, uma metodologia chamada “Playing to Win”, baseada num conjunto de cinco escolhas estratégicas essenciais que, acreditam, que quando abordadas de forma integrada, qualquer organização tem fortes possibilidades de conseguir vencer a sua concorrência. Essas questões são as seguintes: “Qual é a nossa aspiração vencedora?”, “Onde vamos jogar?”, “Como vamos vencer?”, “Que capacidades devemos ter para vencer?” e “Que sistemas de gestão são necessários para apoiar as nossas escolhas?”. Note-se que o termo “jogar”, no contexto da gestão, significa aqui, gerir. Esta investigação foi realizada utilizando o método Caso de Estudo. Ao longo da mesma estudámos a metodologia Playing to Win e aplicámos estas cinco questões estratégicas à empresa Nors, com o objetivo de perceber se esta metodologia poderia ser útil para a organização em causa. Verificou-se, com o presente estudo, que a metodologia pode ser aplicada à empresa Nors, numa abordagem de otimização de processos, e que uma vez implementada pode trazer várias vantagens, do ponto de vista estratégico à organização. A adoção do modelo vai possibilitar a um maior acesso à informação, melhorando as discussões com os gestores, e irá permitir à organização ser mais ágil e responder de uma forma mais eficaz às alterações do meio envolvente.
Nowadays, companies spend a lot of time and resources defining their strategy. This is because strategy is fundamental to the success of an organization, regardless of its size or sector. Defining a strategy is not complex, but it can be difficult, as it forces organizations to make specific decisions about their future. A.G. Lafley, former CEO of Procter & Gamble, together with strategic consultant and former dean of the Rotman School of Management, Roger Martin, decided to study the subject of strategy in depth, explaining what it is for, why we need it and how we should apply it. Based on their many years of professional experience, the two strategists decided to write a book, entitled “Playing to Win: How Strategy Really Works”, which will serve as the basis for this research, and which shows how the leaders of organizations can guide their day-to-day actions with a view to more strategic and long-term objectives. Lafley and Martin then studied and developed a methodology called "Playing to Win" based on a set of five essential strategic choices which, they believe, when approached in an integrated way, any organization has a strong chance of beating its competition. These questions are: “What is our winning aspiration?”, “Where are we going to play?”, “How are we going to win?”, “What skills must we have to win?” and “What management systems are needed to support our choices?”. Note that the term “play” here means managing, in the context of management. This research was carried out using the Case Study method. Along the same, we studied the Playing to Win methodology and applied these five strategic questions to the company Nors, with the aim of understanding whether this methodology could be useful for the organization in question. This study has shown that the methodology can be applied to the Nors company in a process optimization approach, and that once implemented it can bring several advantages to the organization from a strategic point of view. Adopting the model will enable greater access to information, improving discussions with managers and enabling the organization to be more agile and respond more effectively to changes in the environment.
Nowadays, companies spend a lot of time and resources defining their strategy. This is because strategy is fundamental to the success of an organization, regardless of its size or sector. Defining a strategy is not complex, but it can be difficult, as it forces organizations to make specific decisions about their future. A.G. Lafley, former CEO of Procter & Gamble, together with strategic consultant and former dean of the Rotman School of Management, Roger Martin, decided to study the subject of strategy in depth, explaining what it is for, why we need it and how we should apply it. Based on their many years of professional experience, the two strategists decided to write a book, entitled “Playing to Win: How Strategy Really Works”, which will serve as the basis for this research, and which shows how the leaders of organizations can guide their day-to-day actions with a view to more strategic and long-term objectives. Lafley and Martin then studied and developed a methodology called "Playing to Win" based on a set of five essential strategic choices which, they believe, when approached in an integrated way, any organization has a strong chance of beating its competition. These questions are: “What is our winning aspiration?”, “Where are we going to play?”, “How are we going to win?”, “What skills must we have to win?” and “What management systems are needed to support our choices?”. Note that the term “play” here means managing, in the context of management. This research was carried out using the Case Study method. Along the same, we studied the Playing to Win methodology and applied these five strategic questions to the company Nors, with the aim of understanding whether this methodology could be useful for the organization in question. This study has shown that the methodology can be applied to the Nors company in a process optimization approach, and that once implemented it can bring several advantages to the organization from a strategic point of view. Adopting the model will enable greater access to information, improving discussions with managers and enabling the organization to be more agile and respond more effectively to changes in the environment.
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Keywords
Playing to win Estratégia Vantagem competitiva Concorrência Strategy Competitive advantage Competition