O processo de formulação de estratégias e os recursos intangíveis da empresa: reflexões teóricas sobre esta relação

Deosir Flávio Lobo de Castro Jr; Elvis Silveira-Martins; Marcio Nakayama Miura; Mateus Poggio Pereira da Silva

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O processo de formulação de estratégias e os recursos intangíveis da empresa: reflexões teóricas sobre esta relação

Deosir Flávio Lobo de Castro Jr, Elvis Silveira-Martins, Marcio Nakayama Miura, Mateus Poggio Pereira da Silva

Resumo

As organizações em diversos momentos, dentro de cada segmento que atuam, passam por transformações. Em um ambiente cada vez mais acirrado e em mutação os diferenciais competitivos são fatores importantes neste contexto. O objetivo deste ensaio teórico é apresentar a evolução dos conceitos de estratégia empresarial e de Resource Based View (RBV) ou Visão Baseada em Recursos, no sentido de dedicar uma atenção especial aos bens intangíveis como auxílio no desenvolvimento de valor para a organização. Para isto foi realizada uma abordagem bibliográfica sobre os temas já citados, além de uma atenção ao conceito de marca, não dispensando o rigor lógico e a coerência de argumentações. As observações resultantes deste trabalho apontam que uma grande parcela das organizações concentra seus investimentos em ativos tangíveis, entretanto verificou-se que os ativos intangíveis podem ser fatores decisivos na explicação de empresas com estruturas semelhantes apresentarem resultados diferenciados. Outra conclusão relevante é que as características da RBV apresentam um ambiente propício para o desenvolvimento adequado do posicionamento da organização perante as demais. A criação de valor ocorre em ativos intangíveis e que se apresenta como oportunidade de negócios e vantagem competitiva.

Palavras-chave

Estratégia, Recursos Intangíveis, Marca

Texto completo:

DOI:10.5935/2177-4153.20150009

Direitos autorais

Revista Capital Científico – Eletrônica (RCCe) Rua: Padre Salvador, 875 – Bairro Santa Cruz CEP: 85015-430 Guarapuava-Paraná-Brasil Campus Santa Cruz – Editora UNICENTRO ISSN 2177-4153 (Online)

This work is licensed under a Creative Commons Attribution 3.0 Unported License.

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O processo de formulação de estratégias e os recursos intangíveis da empresa: reflexões teóricas sobre esta relação

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