STRATEGIC POSITIONING SHIFT ANALYSIS IN BRAZILIAN COMMERCIAL BANKS

Authors

  • José Carlos Marucci Universidade Federal do Paraná
  • Clóvis Machado da Silva Universidade Federal do Paraná

Abstract

The objective of this study was to verify how executive's interpretive schemes have actuated as mediators of the strategic positioning of commercial banks in Brazil in the face of implementation of Real Plan, in 1994. The comparative method of analysis was used and the period running from 1992 to 1998 was taking into account. Aiming to differentiate among groups of banks with distinctive strategic positioning and interpretive schemes, secondary and primary data were collected and processed by means of content analysis and cluster analysis. The gathered data allowed to point out a transition in bank's strategic positioning from two groups (specialized and diversified) to three groups (specialized, segmented and integrated) as resulting from implementation of Real Plan.

KEYWORDS: Organizational change, organizational strategy, interpretive schemes, institutional context.

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Author Biographies

José Carlos Marucci, Universidade Federal do Paraná

Mestre em Administração pela Universidade Federal do Paraná. Assistente do Centro de Pesquisa e Pós-Graduação em Administração da Universidade Federal do Paraná. Analista do Banco Central do Brasil. Suas áreas de interesse em pesquisa são: estratégia em organizações e gestão estratégica de recursos humanos.

Clóvis Machado da Silva, Universidade Federal do Paraná

Ph.D. em Estratégia, Mudança e Análise Organizacional pela Michigan State University – USA. Professor Titular e Coordenador do Centro de Pesquisa e Pós-Graduação em Administração da Universidade Federal do Paraná. Pesquisador nível I-A e Presidente do Comitê Multidisciplinar de Articulação do CNPq. Presidente da Anpad – Associação Nacional dos Programas de Pós-Graduação em Administração. Membro do conselho editorial de diversas revistas acadêmicas. Autor de artigos e capítulos de livros publicados no Brasil e no exterior, em suas áreas de interesse em pesquisa: teoria institucional, cultura organizacional, estratégia em organizações, mudança e análise organizacional, procedimentos quantitativos e qualitativos de pesquisa em organizações.

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Published

2008-06-25

Issue

Vol. 2 No. 1 (2001)

Section

Presentation

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