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Strategy Research

Research Projects


  • Strategic Networks/Alliances:
    Strategic management of firms that integrate strategic networks in Brazil
    (in progress, started in 2000)

    The objective of this research project is, both, to develop a set of conceptual tools to analyze the strategic implications of firms’ alliances and networks, and to apply these tools in different firms and industrial sectors in Brazil. It is assumed that, when firms establish strategic alliances and networks, it is no longer possible to understand their conduct and performance merely by assessing their resources and the structure of the industry of which they are part, in the light of other interacting macro-environmental forces. It is necessary to take into account the implications of their strategic networks and alliances, both at the firm and industry levels. To achieve this objective surveys are first being conducted on the alliances and networks of leading firms in Brazil. The project aims at contributing to more effective strategic decision-making on the part of firms with strategic alliances and networks.
    Coordinator: T. Diana L. v. A. de Macedo-Soares

    Collaborators: Adriane CavalieriCláudio PitassiFábio CostaFrancisco Carvalho de LimaIrene R. TroccoliJoão Alberto Neves dos SantosJulio Cesar Teixeira de FreitasLeonardo Eichler SoaresMarcelo Gonçalves TavaresPatricia Almeida AshleyTatiana Tauhata Lange,

  • Strategic Change Management
    (in progress, started in 1999)

    Considering that change management has become crucial for the survival of most firms, inasmuch as they are subjected to increasingly turbulent environments, the following question arises: How can firms develop, implement and manage strategies that ensure them of sustained superior performance in a context of exponential changes and complexity? This research project’s final objective is to try to answer the question, by adapting or developing new models/methodologies for strategic management in this type of environment. Special attention is given to the changes involved in strategy implementation, the impact of information technology, the influence of the country’s specific contingencies, and the importance of social responsibility and business ethics. The role of performance appraisal and measurement, as drivers of the change process, is also emphasized.
    Coordinator: T. Diana L. v. A. de Macedo-Soares

    Collaborators: Antonio C. M. Vasconcelos, Daniela Marques Temporal, Felix Cid Lopes, Irene R. TroccoliJoão Alberto Neves dos SantosPatricia Almeida AshleyRenata Buarque Goulart Coutinho,

  • Performance Appraisal and Measurement Systems and Organization Strategies
    (in progress, started in 1997)

    In view of the fact that, increasingly, traditional performance appraisal and measurement systems (PMS) are becoming inadequate for most firms’ new strategic objectives, this research project investigates the trends and difficulties of leading firms in Brazil where their performance appraisal and measurement are concerned. It includes the development of appraisal instruments and frameworks for the design of effective PMS in the case of firms that adopt customer and other stakeholder-oriented strategies, taking into consideration the country’s specific social and cultural factors. The final objective is to help construct and manage types of PMS that can contribute to the success of organizational, competitive and collaborative strategies of firms in Brazil.
    Coordinator: T. Diana L. v. A. de Macedo-Soares

    Collaborators: Adriane Cavalieri, Cláudio A. Ratton, João Alberto Neves dos Santos,

  • Customer-Oriented Quality Improvement Strategies

    To contend with increasing market competition, in the beginning of the 1990s, many firms in Brazil adopted customer and market-oriented continual improvement performance strategies, also called total quality strategies - TQ. However, a great majority of companies had difficulties with the implementation of these strategies and results did not meet expectations. The objective of this research project was to identify the causes for these difficulties and to find ways of overcoming them. The ability to manage the necessary cultural changes for implementing such strategies turned out to be one of the most critical factors for their success.
    Coordinator: T. Diana L. v. A. de Macedo-Soares

    Collaborators: Adriana B. Barbosa, Adriana M. de Sá Nascimento, Ana Paula T. Duzi, Cynthia Pacheco, Daniela Marques Temporal, Daniella T. Beltrão, Débora C. Lucas, Fabio R. N. Ferreira, Graciela M. Castello,

  • Competitive Strategies of Computer Industry in Brazil
    (1990 – 1993)

    With the perspective of the end of the protectionist policy for the computer industry, in Brazil, in the early 1990s, a crucial question arose: Are the business strategies of the firms in the computer industry in Brazil adequate for the new more competitive scenario? This research project attempted to answer this question by way of documental investigations and in-depth case studies of several organizations in the industry at issue. On the basis of the results of this research, recommendations were made in terms of encouraging collaborative strategies on the part of small and medium-sized firms, with a view to establishing alliances with large foreign firms and to developing network type inter-organizational configurations.
    Coordinator: T. Diana L. v. A. de Macedo-Soares

    Collaborators: Carla B. Reopell, Fernando de Coelho Magalhães,


    © 2001, T. Diana L. v. A. de Macedo-Soares