Abstract
<p>Amplamente utilizado nas teorias organizacionais e gerenciais contemporâneas, e no universo discursivo da consultoria empresarial, o termo estratégia se tornou alvo de atenção e de significados, definições e modelos diversos. Autores celebram esta diversidade, ou pelo menos a<br />consideram inevitável, em função da riqueza semântica do vocábulo e da natureza intrinsecamente complexa e mutável daquilo que se acostumou tratar como estratégia no contexto das organizações (MINTZBERG; LAMPEL; AHLSTRAND, 2000; SMIRCICH; STUBBART, 1985; SNOW; HREBINIAK, 1980). Outros defendem alguma disciplina no campo, sobretudo, para facilitar o acúmulo de conhecimento, por meio da utilização sistemática de um conjunto de conceitos – e alternativas para sua operacionalização – razoavelmente aceito (VENKATRAMAN;<br />GRANT, 1986). Este artigo teve por objetivo revisitar o conceito de estratégia e seu uso corrente na administração, desde o seu uso específico, tais como em gestão estratégica de pessoas, estratégia de comunicação, ou sua aplicação geral, como no posicionamento organizacional, que é a alma, a personalidade, a razão de ser da empresa.<br /><br /></p>
Highlights
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
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
Summary
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.
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