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- Title
La transformación de la estrategia en la era de la conversación.
- Authors
Román Muñoz, Olga Herminda; Patiño Vargas, César Augusto
- Abstract
In order to identify the elements that allow the alignment of competitive strategy with organizational structure and culture, the paper considers the study of six superettes [super(market) + diminutive -ette, 'village store' or 'minimarket' with some of the self-service features of a supermarket (editor's note)] located in the Valle del Cauca, Colombia, under the case study methodology, during the period between October 2011 and July 2013. The assumption is that in this business, there must be some formal strategic planning model that has allowed them to be competitive and adaptable to change, because despite the entry of large multinationals and modern surfaces, they have followed a process consolidation and expansive growth. However, unlike a formal model, one of the most important results found in the research, has to do with the imperative of looking at organizations with a systemic approach and consider the transformation of the concept of strategy from a foundation of cultural because we are facing a new kind of people, whether they are employees, customers or other stakeholder group, which interact by the media in the so-called Age of Conversation.
- Subjects
VALLE del Cauca (Colombia); CORPORATE culture; STRATEGIC planning; INTERNATIONAL business enterprises; EMPLOYEES; MASS media
- Publication
Revista Científica General José María Córdova, 2013, Vol 11, Issue 12, p61
- ISSN
1900-6586
- Publication type
Article
- DOI
10.21830/19006586.187