Marcos históricos da EdUFSCar, diagnóstico dos desafios contemporâneos de gestão e apontamentos para uma estratégia futura por meio da Análise SWOT

• Autor(a) principal: Lopes, Vitor Massola Gonzales
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da UFSCAR
• Texto Completo: https://repositorio.ufscar.br/handle/ufscar/11369
• topic: Editoras universitárias públicas; Livro; Análise e matriz SWOT; Análise ambiental; Mercado editorial; Public university press; Book; SWOT analysis and matrix; Organizational environment analysis; Editorial market; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS::ADMINISTRACAO DA PRODUCAO; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO PUBLICA::ORGANIZACOES PUBLICAS; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO PUBLICA

The university publishing house dates from the medieval period and, from its foundation, historically, it has close relation with the university. Link between the Institution of Higher Education (HEI) and society, the university press is inserted in the market of cultural goods, and its objective, therefore, is to transfer academic scientific production beyond the university campus. In Brazil, the first public university press were born between the 1950s and 1960s, showing a new activity compared to the northern hemisphere, which began to produce from the fifteenth century. In the State of São Paulo, with the exception of EDUSP, the university presses began to appear in the 1980s, at the end of the period of the Military Dictatorship. With the difficult task of keeping up with the public resources of the university that they belong to, the university presses share a very lucrative niche and also run by commercial publishers with better structures and hungry for a highly profitable best-seller. Even though the profit is not their purpose, university presses need a good return on sales of their works to be able to stay in the book business and face the challenges of the present day. This work intends, through a single case study on EdUFSCar, to recover, organize and systematize its historical landmarks, as well as mapping the internal and external factors of its current management. The objective is to make an organizational diagnosis, using the SWOT analysis tool, which identifies the main strengths and weaknesses and the opportunities and threats of the internal and external environments of the publisher. The results generated from this analysis will reveal the levers and problems that should be used and eliminated in the present administration of EdUFSCar, respectively. It is hoped, with this research, to show the evolution of this publisher, from its foundation to the present day, to show the contemporary challenges of its management and to point out strategies for its future.