O processo de formulação e formação de estratégias em microempresas do comércio varejista de confecções e calçados no município de Rondon do Pará (PA)

Abstract

Strategy is a feature present in any organization, regardless of its size. And these strategies can be conceived in an emergent (formed) way, given the modifications of the environment and the adaptations that the company makes, or deliberately (formulated), through formalized, documented and long-term planning. The objective of this study was to identify the process of strategy creation in microenterprises of the retail trade in apparel and footwear in the municipality of Rondon do Pará, based on the concepts of emergent and deliberate strategy. In order to do so, it was used the perception of five managers ofmicroenterprises in order to analyze how the problem is developed in companies. It is a descriptive study, with a qualitative approach, involving multiple cases. The case units encompass five micro-enterprises in the retail trade of clothing and footwear that are on the market with a time greater than three years. For the data collection, semi-structured interviews with the managers and documentary analysis of the cases were performed. Firstly, a description of the companies was made, followed by an analysis of the interviewees' statements, relating them to the theoretical contributions. The results of the research showed that entrepreneurs have a descriptive-reactive profile, according to the Strategic Thinking Schools, that there is no formal planning of activities and consequently there is no strategic planning and, finally, that companies conceive their strategies in an emergent, with little deliberalism, following the intuition of the manager, and lack of control in the performance of the company.