Ensino de estratégia em MBAs executivos e mestrados profissionais: O papel negligenciado da execução
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Os livros-texto de estratégia, bem como os artigos conceituais ou empíricos, tendem a abordar tipologias de posicionamento competitivo (exs.: Mintzberg, 1988; Porter, 1985), bem como decisões de estratégia corporativa – tais como diversificação e verticalização, (Barney, 2010) –, mas raramente abordam que o desenvolvimento de uma posição competitiva sustentável (vantagem competitiva) depende não apenas de formulação de um plano, mas de cuidadosa atenção dedicada à sua execução e revisão, a qual exige motivação e engajamento de pessoas, bem como lidar com suas limitações cognitivas ou comportamentais de modo a transformar a estratégia intencional em estratégia realizada (Mintzberg & Waters, 1985).
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