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Authors
Abstract(s)
Nesta dissertação na modalidade de projeto tive a oportunidade de entrar em contacto
com uma Pequena Média empresa no setor de consultoria ambiental, onde me foi
pedido para realizar uma análise à competição no mercado alemão, focando-me em
mercados específicos em que a empresa se planeia especializar (Nanomateriais,
Biocidas e Instrumentos Médicos). É possível observar que as leis ambientais mais
restritivas, desenvolvimentos dentro da química e consciência ambiental estão a criar
um grande potencial para crescimento e relevância deste setor. Gestão estratégica e
categorização estratégica desenvolveram muitas correntes de pesquisa e no entanto,
ferramentas estratégicas ainda não foram utilizadas para analisar o setor da
Consultoria ambiental, que tem sido negligenciado na literatura. Através de uma
análise de dados de arquivamento públicos (websites, páginas de LinkedIn, e
relatórios anuais), foi possível aplicar ferramentas estratégicas (Mapeamento de
grupos estratégicos e o Canvas estratégico) a uma amostra de 57 empresas de
consultoria ambiental no mercado alemão assim como recolher sinais de
competitividade e tamanho das empresas.
Nesta análise pode-se comprovar que a revolução digital, sustentabilidade e
responsabilidade corporativa já se encontram presentes nesta indústria, que várias
empresas oferecem tanto apoio ambiental com foco regulatório e de gestão como um
apoio ambiental com foco cientifico, procurando eficiência ambiental e redução de
desperdício, e que nanomateriais parecem ser o mercado menos presente em websites,
comparativamente com o mercado dos biocidas e dos instrumentos médicos.
Este trabalho permitiu demonstrar o valor que ferramentas estratégicas podem ter,
mesmo quando aplicado a informação publica, neste caso de websites, e também
demonstrar as respetivas limitações, permitindo-nos ter uma melhor visão das
nuances estratégicas e estrutura de um setor negligenciado. Para além disso, o
contexto da análise estratégica também demonstra que o Brexit pode agir como um
catalisador de expansão geográfica, o que é um impacto estratégico que ainda não
tinha sido estudado previamente em empresas nesta indústria.
In this project-based dissertation I had the chance to work with an environment consulting SME, where I was asked to do a competitor analysis of the German Market in particular sectors in which they will focus on (Nanomaterials, Biocides and Medical Devices). It is possible to observe that the increasingly stringent environmental policies, chemistry developments and environmental consciousness are creating a great potential for the growth in size and relevance of this sector. Strategic management and strategic categorization have developed into many streams of research, and however, strategic tools still haven’t been used to describe the environmental consulting sector, which has been overlooked in the literature. Through an analysis of public archival data (Company website, LinkedIn and annual reports), it was possible apply the Strategic group mapping and Strategy canvas frameworks to a sample of 57 environmental consulting companies in the German market, as well as to collect other signs of competitiveness and size. In this analysis it was found that the digital revolution, sustainability and corporate responsibility are already present in this industry, it was found that many companies are providing not only environmental regulatory and managerial support but at the same time providing scientific support, focusing on environmental efficiency and waste management, and that nanomaterials seem to be the least featured market in companies websites comparatively to biocides and medical devices. This paper allowed to demonstrate the value that strategic tools can have, even when applied to public website-content, as well as to demonstrate their limitations, allowing us to give a better overview of the strategic nuances and structure of an overlooked sector. Moreover, the context of this company’s strategic analysis also showcases that Brexit can act as a catalyst of geographical expansion, which is a strategical impact in this industry that hasn’t been studied before for companies in this industry.
In this project-based dissertation I had the chance to work with an environment consulting SME, where I was asked to do a competitor analysis of the German Market in particular sectors in which they will focus on (Nanomaterials, Biocides and Medical Devices). It is possible to observe that the increasingly stringent environmental policies, chemistry developments and environmental consciousness are creating a great potential for the growth in size and relevance of this sector. Strategic management and strategic categorization have developed into many streams of research, and however, strategic tools still haven’t been used to describe the environmental consulting sector, which has been overlooked in the literature. Through an analysis of public archival data (Company website, LinkedIn and annual reports), it was possible apply the Strategic group mapping and Strategy canvas frameworks to a sample of 57 environmental consulting companies in the German market, as well as to collect other signs of competitiveness and size. In this analysis it was found that the digital revolution, sustainability and corporate responsibility are already present in this industry, it was found that many companies are providing not only environmental regulatory and managerial support but at the same time providing scientific support, focusing on environmental efficiency and waste management, and that nanomaterials seem to be the least featured market in companies websites comparatively to biocides and medical devices. This paper allowed to demonstrate the value that strategic tools can have, even when applied to public website-content, as well as to demonstrate their limitations, allowing us to give a better overview of the strategic nuances and structure of an overlooked sector. Moreover, the context of this company’s strategic analysis also showcases that Brexit can act as a catalyst of geographical expansion, which is a strategical impact in this industry that hasn’t been studied before for companies in this industry.
Description
Keywords
Grupos estratégicos Canvas estratégico Consultoria ambiental Consultoria Análise de websites Categorização estratégica Brexit Strategic groups Strategic group mapping Strategic canvas Strategic canvas framework Environmental consulting Environment Website analysis Strategic categorisation