Strategic formulation process in pharmaceutical franchise

Authors

  • Guilherme Smaniotto Tres
  • Marcel Lima Ribeiro Dantas Universidade Potiguar
  • Diego Philipe de Oliveira Godeiro Universidade Federal do Rio Grande do Norte
  • Afrânio Galdino de Araújo Universidade Federal do Rio Grande do Norte

DOI:

https://doi.org/10.5585/ijsm.v14i4.2260

Keywords:

Formulação da estratégia, Franchising, Mapas Cognitivos

Abstract

Understand how the strategist formulates the organizational strategy is a key part to better understand how organizations achieve and maintain their competitive advantage. The aim of this study is to identify how the process of formulating the strategy from the individual's perspective is on a pharmaceutical industry franchises. Therefore, was considered the three dimensions of the strategy formulation process of De Witt and Meyer. The results confirm the existence of paradoxes in the strategic process, and suggest, for this sample, that executives formulate predominantly creative strategies, emerging and that there is a balance between evolutionary and revolutionary changes strategies. This article may, by identifying how franchisor and franchisees formulate their strategies, help to determining the appropriate strategies in the context of franchise networks.

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Author Biographies

Guilherme Smaniotto Tres

Graduado em Engenheiro de Telecomunicações pela Fundação Universidade Regional de Blumenau (FURB), MBA Gestão Empresarial - FGV. Mestre em Adminsitração de Empresas -UNINOVE.

Marcel Lima Ribeiro Dantas, Universidade Potiguar

Farmacêutico pela Universidade Federal do Rio Grande do Norte (UFRN) e em Administração pelo Centro Universitário do Rio Grande do Norte (UNI-RN). MBA em Gestão Estratégica de Pessoas (UNI-RN), Pós-Graduação em Farmácia Magistral pela Universidade Castelo Branco e Mestre em Administração pela Universidade Potiguar (UnP).

Diego Philipe de Oliveira Godeiro, Universidade Federal do Rio Grande do Norte

Bacharel em Adminsitração de Empresas (UFRN). Farmacêutico (UnP) Especialista em manipulação Magistral Alopática (UnP). Mestre em Engenharia de Produção (UFRN).

Afrânio Galdino de Araújo, Universidade Federal do Rio Grande do Norte

Possui graduação em Engenharia Elétrica pela Universidade Federal do Rio Grande do Norte; graduação em Administração de Empresas pela Universidade Federal do Rio Grande do Norte; mestrado em Administração pela Universidade Federal do Rio Grande do Norte e doutorado em Engenharia de Produção pela Universidade Federal de Pernambuco. Atualmente é Professor Associado da Universidade Federal do Rio Grande do Norte

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Published

01.12.2015

How to Cite

Tres, G. S., Dantas, M. L. R., Godeiro, D. P. de O., & Araújo, A. G. de. (2015). Strategic formulation process in pharmaceutical franchise. Revista Ibero-Americana De Estratégia, 14(4), 78–92. https://doi.org/10.5585/ijsm.v14i4.2260

Issue

Vol. 14 No. 4 (2015): October/December

Section

Articles

License

Copyright (c) 2015 Iberoamerican Journal of Strategic Management

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