STRATEGY: AGREEMENTS, DISAGREEMENTS AND REVIEWS REGARDING THE ISSUE

• Autor(a) principal: Meirelles, Anthero de Moraes
• Data de Publicação: 2010
• Outros Autores: Gonçalves, Carlos Alberto
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Administração (São Paulo. Online)
• Texto Completo: https://raep.emnuvens.com.br/raep/article/view/131
• topic: strategy; strategy reviews; paradigmatic aspects of strategy; Palavras-chave; estratégia; revisões sobre estratégia; dimensões paradigmáticas da estratégia.

Widely used in contemporary organizational and management theories, as well as in the discursive universe of corporate consulting, the term strategy has become a target of attention and attributed with a variety meanings, definitions and models. Authors celebrate this diversity, or at least, find it inevitable, due to the semantic richness of the vocabularyand the intrinsically complex and mutable nature of that which has been  commonly dealt with as strategy in the context of organizations (MINTZBERG; LAMPEL; AHLSTRAND, 2000; SMIRCICH; STUBBART, 1985; SNOW; HREBINIAK, 1980). Others defend a particular disciplinein the field, especially to facilitate the accumulation of knowledge through the systematic use of a set of reasonably accepted concepts – and alternatives to its operational use (VENKATRAMAN; GRANT, 1986). This paper aims to revisit the concept of strategy and its current use in management, from its specific usage, such as in the strategic managementof people or communication strategy, as well as its general application, such as in organizational positioning, which constitutes a company’s soul, its personality – its reason for being.