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Orientador(es)
Resumo(s)
A implementação e comunicação da estratégia nas organizações é um ponto
importante e cada vez mais relevante nas empresas, uma vez que as capacita com
um fio condutor para a melhoria do desempenho.
O presente trabalho foi realizado em contexto de estágio na empresa Adira e
desenvolvido em cooperação com os vários departamentos. A Adira é uma
empresa de renome no setor industrial e foi recentemente comprada pela SONAE
Capital e atualmente encontra-se numa fase de alinhamento de processos e
procedimentos com a empresa detentora.
A investigação procurou responder a duas necessidades da empresa, a
primeira, de encontrar um novo sistema para a implementação e monitorização
da estratégia e a segunda, a melhoria de uma ferramenta que apoiasse a empresa
no seu acompanhamento.
Com base em Norton e Kaplan, os autores do Balanced Scorecard, foi possível
obter as bases teóricas desta ferramenta. Através da visão e objetivos estratégicos
foram definidos indicadores de desempenho e metas para estes. Ainda foi
definido o mapa estratégico que revela importantes correlações entre as
diferentes perspetivas, sendo assim uma ferramenta importante para este
modelo.
Desta forma, este trabalho apresenta-se como uma proposta de
implementação de um novo sistema de comunicação da estratégia, ao mesmo
tempo que sublinha as diferenças entre o que estava a ser implementado pela
empresa previamente à aquisição.
Companies’ strategy communication and implementation has become a relevant point of interest, because it qualifies them with tools for performance improvement. The present work was carried out in the context of internship at the company Adira and was developed in cooperation with its various departments. Adira is a renowned company in the industrial sector and was recently acquired by SONAE Capital. Thus, Adira is currently facing a phase of alignment of processes and procedures with the holding company. The research focused on two company needs, first to find out a new system for strategy implementation and monitoring, and second to improve an existing tool in order to support the company in monitoring its performance. Balanced Scorecard system, from Norton and Kaplan, provided the tool’s theoretical framework. Through the company’s vision, mission and strategic objectives were defined performance indicators and its targets. A strategic map was also developed, and it revealed important correlations between the model’s different perspectives, becoming a valuable tool for the model. Therefore, this work presents the proposal of a new system for strategy communication to be implemented by Adira, while enhancing, at the same time, the differences with what was being done by the company prior to the acquisition.
Companies’ strategy communication and implementation has become a relevant point of interest, because it qualifies them with tools for performance improvement. The present work was carried out in the context of internship at the company Adira and was developed in cooperation with its various departments. Adira is a renowned company in the industrial sector and was recently acquired by SONAE Capital. Thus, Adira is currently facing a phase of alignment of processes and procedures with the holding company. The research focused on two company needs, first to find out a new system for strategy implementation and monitoring, and second to improve an existing tool in order to support the company in monitoring its performance. Balanced Scorecard system, from Norton and Kaplan, provided the tool’s theoretical framework. Through the company’s vision, mission and strategic objectives were defined performance indicators and its targets. A strategic map was also developed, and it revealed important correlations between the model’s different perspectives, becoming a valuable tool for the model. Therefore, this work presents the proposal of a new system for strategy communication to be implemented by Adira, while enhancing, at the same time, the differences with what was being done by the company prior to the acquisition.
Descrição
Palavras-chave
Estratégia Sistema de medição de desempenho Balanced Scorecard Mapa estratégico Indústria metalomecânica Strategy Systems of performance measurement Strategy map Metal forming industry