O Papel da Gerência Intermediária na Formação da Estratégia

Abstract

The literature on strategy formation is democratic, since various shapes are recognized and accepted (Mintzberg, Ahlstrand & Lampel, 2009). Qualitative studies help to understand what motivates either strategy formation mode. Thus, this study aimed to analyze the process of strategy formation and the role of the management level in the process. qualitative methodology, the case study method followed. The data collection techniques were semi-structured interviews, direct observation and document analysis. The case in point it is a beauty salon Midsize city of Florianpolis / SC. Among the main results, points out that the strategies are formed in integrated manner (deliberate and emergent), which characterizes the middle-up-down style (Nonaka, 1988), it identified yet, according to the integrative framework Hart (1992), three modes that show the formation of the integrated approach: the command, in which the strategy directed by the leader or by a small team from the top