Doação: uma figura estratégica para o marketing

Resumo

This work analyses the various streams of opinions concerning the theme strategy and introduces the pattern of strategic analysis originally developed by Professor Luciano Zajdsznajder - former teacher of the Pensamento Estratégico subject in the Escola Brasileira de Administração Pública. The strategic doctrines hereby approached belong to two areas of performance: military and entrepreneurial. In the military tield, the main elements in the works of Sun Tzu, Carl von Clausewitz e B. H. Liddelll Hart are examined. In the entrepreneurial sphere, the following authors are analyzed: Michael Porte r, H. Igor Ansoff and Francisco Gracioso. Professor Zajdsznajder's pattern is then presented and discussed. It is based in the study of the tive main possibilities on strategic orientation - in other words, thought, mental models which are determinant for the actions and strategic decisions - which are: conflict, coercion, com petition , negotiation and donation. Several examples are given from companies whose strategies have their fundaments in each one of the tive orientations and consequences of these options are observed, inferred and studied accurately . Finally, it is concluded that orientation of the donation produces, in the actual market environment, advantages over the other directions as foundation to formulate marketing strategies.

Ficha do documento

Tipo

Dissertação

Ano

2000

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/3356

Temas

Administração PúblicaEducação

Palavras-chave

Políticas & EstratégiasAdministração de empresasPlanejamento empresarialEstratégiaDoaçõesMarketing de relacionamento