A Abordagem da Orientação Empreendedora Aplicada à Melhorias Gerenciais: um estudo em uma cooperativa de laticínios
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Data
2022-02-21
Autores
Dutra, Sérgio Mendes
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
A presente dissertação analisa um objeto econômico definido como “Cooperativa de Laticínios”, localizada na região do Triângulo Mineiro, Estado de Minas Gerais. O enfoque teórico selecionado se insere na abordagem da Orientação Empreendedora, que têm sido um dos tópicos relevantes na pesquisa em Negócios e Gestão (CAVUSGIL e KNIGHT, 2015; WALES et al., 2011). Portanto, o trabalho teve como objetivo geral propor um plano estratégico de melhorias gerenciais nas áreas empresarial, produtiva e administrativa de uma cooperativa de laticínios, de acordo com a abordagem da orientação empreendedora em seus aspectos e dimensões. Os objetivos específicos foram: avaliar as dimensões da orientação empreendedora (inovatividade, assunção de riscos, proatividade, autonomia, agressividade competitiva e rede de relações) na cooperativa em estudo; caracterizar a região de interesse com base nos dados RAIS/CAGED, destacar o desempenho econômico do setor agropecuário com base na evolução do número de empregos formais e o índice de especialização; caracterizar a estrutura econômica empresarial, econômica produtiva e econômica administrativa da cooperativa e realizar uma análise Swot referente a Orientação Empreendedora e os aspectos econômicos da cooperativa. Os procedimentos da pesquisa consistem em um estudo aplicado com abordagem qualitativa e de caráter exploratório em um estudo de caso. Neste contexto foram utilizados o cruzamento das fontes de informações e evidências, ou seja, informações documentais, relacionadas a cooperativa em estudo: relatórios gerais, documentos administrativos, matérias publicadas na mídia, estatuto da Cooperativa, revistas informativas e informações históricas para suporte na triangulação dos dados do estudo na Cooperativa. Considerada uma das mais relevantes fontes de informação para um estudo, foram realizadas três entrevistas individuais em profundidade com os gerentes: geral, administrativo, e produtivo da cooperativa. As entrevistas foram transcritas e gravadas, utilizando-se a técnica de análise de conteúdo para realizar as análises das entrevistas. Observa-se que a cooperativa, levando em consideração a orientação empreendedora e as áreas: empresarial, produtiva e administrativa carece de ferramentas práticas, de processos inovadores e de tecnologia em sua administração, não tendo dessa forma envolvimento direto com a inovatividade; denotando certa resistência a assunção de riscos, e nas entrevistas foi possível detectar que os três gerentes; o gerente geral, o gerente de produção e gerente administrativo são cautelosos a assunção de riscos; no que tange a proatividade existem espaços para serem aperfeiçoados na organização, com o intuito de antecipar problemas organizacionais; os empregados possuem autonomia limitadas dentro da organização, com exceção da área administrativa, onde os processos dão mais liberdade à criatividade dos envolvidos. A agressividade competitiva é limitada em todas as áreas pesquisadas, e a organização tem uma fraca rede de relações, no que se refere ao comércio exterior não possui nenhuma relação até presente momento. Desse modo, foi proposto um plano de melhorias gerenciais buscando aprimorar a abordagem da teoria da orientação empreendedora na cooperativa A orientação empreendedora contribuiu para todas as ações de melhorias gerenciais que foram propostas no plano estratégico dessa dissertação, pois, os seis objetivos desenvolvidos foram referentes a cada dimensão da orientação empreendedora. O produto final da dissertação consiste na sugestão de um plano estratégico de melhorias gerenciais que será apresentado aos gestores responsáveis pela cooperativa. O trabalho poderá contribuir para que os mesmos possam rever suas ações no que diz respeito a inovativivade, a assunção de riscos, a autonomia, a proatividade, a agressividade competitiva e rede de relações, em consonância com as áreas empresarial, produtiva e administrativa. Outro ponto importante a se destacar é que esse plano estratégico será composto por objetivos e ações de melhorias com base na orientação empreendedora e nos aspectos econômicos da teoria empreendedora, poderão ser utilizados por outras cooperativas, além da do objeto de estudo.
The present dissertation analyzes an economic object defined as “Cooperative of Dairy Products”, located in the region of Triângulo Mineiro, State of Minas Gerais. The selected theoretical approach is part of the Entrepreneurial Orientation approach, which has been one of the relevant topics in Business and Management research (CAVUSGIL and KNIGHT, 2015; WALES et al., 2011). Therefore, the work had as general objective to propose a strategic plan for managerial improvements in the business, productive and administrative areas of a dairy cooperative, according to the approach of entrepreneurial orientation in its aspects and dimensions. The specific objectives were: to evaluate the dimensions of entrepreneurial orientation (innovativeness, risk-taking, proactivity, autonomy, competitive aggressiveness and network of relationships) in the cooperative under study; characterize the region of interest based on RAIS/CAGED data, highlight the economic performance of the agricultural sector based on the evolution of the number of formal jobs and the specialization index; characterize the economic, productive economic and administrative economic structure of the cooperative and carry out a SWOT analysis regarding Entrepreneurial Orientation and the economic aspects of the cooperative. The research procedures consist of an applied study with a qualitative approach and of an exploratory character in a case study. In this context, the crossing of sources of information and evidence was used, that is, documentary information related to the cooperative under study: general reports, administrative documents, articles published in the media, the Cooperative's statute, informative magazines and historical information to support the triangulation of data from the study at the Cooperative. Considered one of the most relevant sources of information for a study, three in-depth individual interviews were carried out with the managers: general, administrative, and productive of the cooperative. The interviews were transcribed and recorded, using the content analysis technique to carry out the analysis of the interviews. It is observed that the cooperative, taking into account the entrepreneurial orientation and the areas: business, productive and administrative, lacks practical tools, innovative processes and technology in its administration, thus not having direct involvement with innovativeness; denoting a certain resistance to risk-taking, and in the interviews it was possible to detect that the three managers; the general manager, production manager and administrative manager are cautious risk-taking; with regard to proactivity, there are spaces for improvement in the organization, with the aim of anticipating organizational problems; employees have limited autonomy within the organization, with the exception of the administrative area, where the processes give more freedom to the creativity of those involved. Competitive aggressiveness is limited in all areas surveyed, and the organization has a weak network of relationships, with regard to foreign trade it has no relationship so far. In this way, a management improvement plan was proposed, seeking to improve the approach of the entrepreneurial orientation theory in the cooperative. The entrepreneurial orientation contributed to all the management improvement actions that were proposed in the strategic plan of this dissertation, since the six objectives developed were related to each dimension of the entrepreneurial orientation. The final product of the dissertation is the suggestion of a strategic plan for managerial improvements that will be presented to the managers responsible for the cooperative. The work can help them to review their actions with regard to innovation, risk-taking, autonomy, proactivity, competitive aggressiveness and network of relationships, in line with the business, productive and administrative areas. Another important point to note is that this strategic plan will consist of objectives and improvement actions based on the entrepreneurial orientation and economic aspects of entrepreneurial theory, which can be used by other cooperatives, in addition to the object of study.
The present dissertation analyzes an economic object defined as “Cooperative of Dairy Products”, located in the region of Triângulo Mineiro, State of Minas Gerais. The selected theoretical approach is part of the Entrepreneurial Orientation approach, which has been one of the relevant topics in Business and Management research (CAVUSGIL and KNIGHT, 2015; WALES et al., 2011). Therefore, the work had as general objective to propose a strategic plan for managerial improvements in the business, productive and administrative areas of a dairy cooperative, according to the approach of entrepreneurial orientation in its aspects and dimensions. The specific objectives were: to evaluate the dimensions of entrepreneurial orientation (innovativeness, risk-taking, proactivity, autonomy, competitive aggressiveness and network of relationships) in the cooperative under study; characterize the region of interest based on RAIS/CAGED data, highlight the economic performance of the agricultural sector based on the evolution of the number of formal jobs and the specialization index; characterize the economic, productive economic and administrative economic structure of the cooperative and carry out a SWOT analysis regarding Entrepreneurial Orientation and the economic aspects of the cooperative. The research procedures consist of an applied study with a qualitative approach and of an exploratory character in a case study. In this context, the crossing of sources of information and evidence was used, that is, documentary information related to the cooperative under study: general reports, administrative documents, articles published in the media, the Cooperative's statute, informative magazines and historical information to support the triangulation of data from the study at the Cooperative. Considered one of the most relevant sources of information for a study, three in-depth individual interviews were carried out with the managers: general, administrative, and productive of the cooperative. The interviews were transcribed and recorded, using the content analysis technique to carry out the analysis of the interviews. It is observed that the cooperative, taking into account the entrepreneurial orientation and the areas: business, productive and administrative, lacks practical tools, innovative processes and technology in its administration, thus not having direct involvement with innovativeness; denoting a certain resistance to risk-taking, and in the interviews it was possible to detect that the three managers; the general manager, production manager and administrative manager are cautious risk-taking; with regard to proactivity, there are spaces for improvement in the organization, with the aim of anticipating organizational problems; employees have limited autonomy within the organization, with the exception of the administrative area, where the processes give more freedom to the creativity of those involved. Competitive aggressiveness is limited in all areas surveyed, and the organization has a weak network of relationships, with regard to foreign trade it has no relationship so far. In this way, a management improvement plan was proposed, seeking to improve the approach of the entrepreneurial orientation theory in the cooperative. The entrepreneurial orientation contributed to all the management improvement actions that were proposed in the strategic plan of this dissertation, since the six objectives developed were related to each dimension of the entrepreneurial orientation. The final product of the dissertation is the suggestion of a strategic plan for managerial improvements that will be presented to the managers responsible for the cooperative. The work can help them to review their actions with regard to innovation, risk-taking, autonomy, proactivity, competitive aggressiveness and network of relationships, in line with the business, productive and administrative areas. Another important point to note is that this strategic plan will consist of objectives and improvement actions based on the entrepreneurial orientation and economic aspects of entrepreneurial theory, which can be used by other cooperatives, in addition to the object of study.
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Palavras-chave
Cooperativas, Aspectos econômicos, Empreendedorismo, Strategic planning, Dairy cooperatives, Economic aspects