STRATEGY: AGREEMENTS, DISAGREEMENTS AND REVIEWS REGARDING THE ISSUE

Authors

  • Anthero de Moraes Meirelles
  • Carlos Alberto Gonçalves

DOI:

https://doi.org/10.13058/raep.2010.v11n4.131

Keywords:

strategy, strategy reviews, paradigmatic aspects of strategy

Abstract

Widely used in contemporary organizational and management theories, as well as in the discursive universe of corporate consulting, the term strategy has become a target of attention and attributed with a variety meanings, definitions and models. Authors celebrate this diversity, or at least, find it inevitable, due to the semantic richness of the vocabulary
and the intrinsically complex and mutable nature of that which has been  commonly dealt with as strategy in the context of organizations (MINTZBERG; LAMPEL; AHLSTRAND, 2000; SMIRCICH; STUBBART, 1985; SNOW; HREBINIAK, 1980). Others defend a particular discipline
in the field, especially to facilitate the accumulation of knowledge through the systematic use of a set of reasonably accepted concepts – and alternatives to its operational use (VENKATRAMAN; GRANT, 1986). This paper aims to revisit the concept of strategy and its current use in management, from its specific usage, such as in the strategic management
of people or communication strategy, as well as its general application, such as in organizational positioning, which constitutes a company’s soul, its personality – its reason for being.

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Author Biographies

Anthero de Moraes Meirelles

Doutor em Administração pela Universidade Federal de Minas Gerais Diretor de Administração do Banco Central do Brasil. Áreas de interesse em pesquisa: Estratégia corporativa e governança

Carlos Alberto Gonçalves

Doutor em Administração pela Universidade de São Paulo,Professor Associado da Universidade Federal de Minas Gerais e Fundação Mineira de Educação e Cultura. Estratégia das organizações e mercadologia

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Published

2010-12-31

How to Cite

Meirelles, A. de M., & Gonçalves, C. A. (2010). STRATEGY: AGREEMENTS, DISAGREEMENTS AND REVIEWS REGARDING THE ISSUE. Administração: Ensino E Pesquisa, 11(4), 601–617. https://doi.org/10.13058/raep.2010.v11n4.131

Issue

Vol. 11 No. 4 (2010): Outubro-Dezembro

Section

Articles

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