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Abstract(s)
No âmbito deste trabalho de investigação pretende-se compreender como a estratégia Playing to Win, por norma aplicada a grandes empresas, pode ser aplicada e ser útil à gestão de uma micro-empresa. A empresa em análise é a P. Pereira & Magalhães, Lda. que tem duas áreas de negócio distintas (um instituto de beleza e duas lojas de roupa). Foi decidido que o trabalho de investigação incidiria unicamente sobre as lojas de roupa. A empresa é uma micro-empresa e, aquando do início deste trabalho, ainda não tinha uma estratégia formalmente definida. Devido a esta situação, por forma a melhor compreender a empresa, foi decidido, em conjunto com a empresa, que este trabalho começaria por apoiar a empresa a definir a estratégia, missão, visão e valores. Após esta primeira fase, o foco passou a ser a compreensão das áreas da estratégia Playing to Win são aplicáveis à micro empresa em análise. Este trabalho de investigação permitiu perceber que a metodologia Playing to Win, que é aplicada em grandes empresas, pode ser também aplicada numa micro-empresa. Contudo, esta aplicação deverá ser parcial, uma vez que nem todas as áreas de abordagem da estratégia Playing to Win são necessárias e úteis numa numa micro-empresa. Esta análise foi bastante útil à empresa uma vez que permitiu perceber em termos estratégicos quais os processos que precisavam ser melhorados e/ou implementados.
The scope of this research work it is to understand how the Playing to Win strategy, usually applied to multinational companies, can be applied and be useful to the management of a microenterprise. The company under analysis is P. Pereira & Magalhães, Lda. which has two distinct business areas (a beauty institute and two clothing stores), it was decided that this research work would have its focus only on the clothing stores. The company is a microcompany and, when this research work started, it did not yet have a formally defined strategy. Due to this situation, to better understand the company, it was decided that this research work would start by, together with the company, define the strategy, mission, vision and values. After this first phase, the focus would be to understand which areas of the Playing to Win strategy are applicable to the microenterprise under analysis. This research work allowed to realize that the Playing to Win methodology, which is applied in large companies, can also be applied in a microenterprise. However, this application should be partial, since not all areas of approach of the Playing to Win strategy are necessary and useful in a micro-enterprise. This analysis was extremely useful to the company since it allowed them to understand in strategic terms which processes needed to be improved and/or implemented.
The scope of this research work it is to understand how the Playing to Win strategy, usually applied to multinational companies, can be applied and be useful to the management of a microenterprise. The company under analysis is P. Pereira & Magalhães, Lda. which has two distinct business areas (a beauty institute and two clothing stores), it was decided that this research work would have its focus only on the clothing stores. The company is a microcompany and, when this research work started, it did not yet have a formally defined strategy. Due to this situation, to better understand the company, it was decided that this research work would start by, together with the company, define the strategy, mission, vision and values. After this first phase, the focus would be to understand which areas of the Playing to Win strategy are applicable to the microenterprise under analysis. This research work allowed to realize that the Playing to Win methodology, which is applied in large companies, can also be applied in a microenterprise. However, this application should be partial, since not all areas of approach of the Playing to Win strategy are necessary and useful in a micro-enterprise. This analysis was extremely useful to the company since it allowed them to understand in strategic terms which processes needed to be improved and/or implemented.
Description
Keywords
Playing to win Estratégia Vantagem competitiva Missão Competitividade Strategy Competitive advantage Mission Competitiveness