SEMI_TRH2_Processos_Gerenciais_03

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P r o c e s s o s G e r e n c i a i s
A u t o r i a : R e i m y S o l a n g e C h a g a s | 2
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 s e m e s t r e
Te m a 0 3
A D i m e n s ã o Te c n o l ó g i c a C o m o E s t r a t é g i a E m p r e s a r i a l
T e m a 0 3
A D i m e n s ã o Te c n o l ó g i c a C o m o E s t r a t é g i a E m p r e s a r i a l
A u t o r i a : R e i m y S o l a n g e C h a g a s
C o m o c i t a r e s s e d o c u m e n t o :
C H A G A S , R e i m y S o l a n g e . P r o c e s s o s G e r e n c i a i s : A D i m e n s ã o T e c n o l ó g i c a C o m o E s t r a t é g i a E m p r e s a r i a l . C a d e r n o d e A t i v i d a d e s . A n h a n g u e r a 
P u b l i c a ç õ e s : V a l i n h o s , 2 0 1 4 .
Í n d i c e
‹ � � � � � � $ Q K D Q J X H U D � ( G X F D F L R Q D O � � 3 U R L E L G D � D � U H S U R G X o m R � ¿ Q D O � R X � S D U F L D O � S R U � T X D O T X H U � P H L R � G H � L P S U H V V m R � � H P � I R U P D � L G r Q W L F D � � U H V X P L G D � R X � P R G L ¿ F D G D � H P � O t Q J X D �
S R U W X J X H V D � R X � T X D O T X H U � R X W U R � L G L R P D �
P á g . 1 6
P á g . 1 7 P á g . 1 7
P á g . 1 6
P á g . 1 1P á g . 9
A C O M PA N H E N A W E B
P á g . 3
C O N V I T E À L E I T U R A
P á g . 4
P O R D E N T R O D O T E M A
3
E s t e C a d e r n o d e A t i v i d a d e s f o i e l a b o r a d o c o m b a s e n o l i v r o A d m i n i s t r a ç ã o : t e o r i a , p r o c e s s o e p r á t i c a , d o a u t o r 
I d a l b e r t o C h i a v e n a t o , E d i t o r a E l s e v i e r , 2 0 1 1 . L i v r o - T e x t o .
C o n t e ú d o 
N e s t a a u l a , v o c ê e s t u d a r á :
‡ � O s m o d o s d i f e r e n c i a d o s p o r m e i o d o s q u a i s a t e c n o l o g i a s e a p r e s e n t a n a s o c i e d a d e e o s s e u s i m p a c t o s .
‡ � A c o r r e l a ç ã o e n t r e a a d m i n i s t r a ç ã o d a t e c n o l o g i a e a a d m i n i s t r a ç ã o d e e m p r e s a s .
‡ � A s p r i n c i p a i s c a r a c t e r í s t i c a s e m o d a l i d a d e s d e e s t r a t é g i a e m p r e s a r i a l .
‡ � A f u n ç ã o d o p l a n e j a m e n t o e s t r a t é g i c o c o m o u m d o s p r i n c i p a i s r e c u r s o s d e e s t r a t é g i a e m p r e s a r i a l .
H a b i l i d a d e s 
$ R � ¿ Q D O � � Y R F r � G H Y H U i � V H U � F D S D ] � G H � U H V S R Q G H U � D V � V H J X L Q W H V � T X H V W } H V �
‡ � 2 � T X H � I D ] � D � W H F Q R O R J L D � V H U � F D S D ] � G H � L Q À X H Q F L D U � V L J Q L ¿ F D W L Y D P H Q W H � W D Q W R � R � F R P S R U W D P H Q W R � K X P D Q R � T X D Q W R � R � W U D E D O K R "
‡ � 4 X D L V � V m R � R V � W L S R V � H � D S O L F D o } H V � G D � W H F Q R O R J L D "
‡ � 2 � T X H � p � H V W U D W p J L D � H P S U H V D U L D O � H � T X D L V � V m R � V X D V � S U L Q F L S D L V � F D U D F W H U t V W L F D V " �
‡ � ' H � T X D L V � P D Q H L U D V � D � H V W U D W p J L D � H P S U H V D U L D O � S R G H � V H � F R Q F U H W L ] D U "
C O N V I T E À L E I T U R A
4
P O R D E N T R O D O T E M A
A D i m e n s ã o T e c n o l ó g i c a C o m o E s t r a t é g i a E m p r e s a r i a l
O d e s e n v o l v i m e n t o h u m a n o , d o s p r i m ó r d i o s a t é a a t u a l i d a d e , t e v e c o m o u m d o s p r i n c i p a i s e l e m e n t o s c o n s t i t u t i v o s 
D � W H F Q R O R J L D � � S R L V � H U D � L P S R V V t Y H O � D R V � V H U H V � K X P D Q R V � S U R Y R F D U � D O J X P � W L S R � G H � W U D Q V I R U P D o m R � Q D � Q D W X U H ] D � � S H O R � W U D E D O K R � �
V H P � X W L O L ] D U � S D U D � L V V R � U H F X U V R V � I H U U D P H Q W D V � W D L V � F R P R � D � S H G U D � O D V F D G D � H � D � S H G U D � S R O L G D � � 3 R U p P � � V H P S U H � H P � E X V F D � G H �
a u t o p r e s e r v a ç ã o , a b r i g o e a l i m e n t a ç ã o .
A t e c n o l o g i a n e s s a p e r s p e c t i v a e r a r u d i m e n t a r e s e d e s e n v o l v e u d e m o d o s i n c r ô n i c o a o s s e r e s h u m a n o s e à s o c i e d a d e . 
6 H J X Q G R � & K L D Y H Q D W R � � � � � � � � S � � � � � � � W H F Q R O R J L D � p � ³ R � F R Q M X Q W R � R U G H Q D G R � G H � F R Q K H F L P H Q W R V � H P S U H J D G R V � Q D � S U R G X o m R � H � Q D �
F R P H U F L D O L ] D o m R � G H � E H Q V � H � G H � V H U Y L o R V ” � � H Q J O R E D Q G R � W R G R V � R V � W L S R V � G H � F R Q K H F L P H Q W R V � W p F Q L F R V � H � � S R U � H V W D � U D ] m R � � H V W i �
d i v i d i d a e m m o d a l i d a d e s e d e a c o r d o c o m s u a s c a r a c t e r í s t i c a s , t a i s c o m o :
‡ � T e c n o l o g i a f í s i c a e c o n c r e t a : b a s e a d a e m a s p e c t o s f í s i c o s e c o n c r e t o s , t a i s c o m o m a q u i n á r i o s e e q u i p a m e n t o s .
‡ � 7 H F Q R O R J L D � F R Q F H L W X D O � H � D E V W U D W D � � E D V H D G D � H P � F R Q F H L W R V � H � D E V W U D o } H V � � W D L V � F R P R � S R O t W L F D V � � G L U H W U L ] H V � � P p W R G R V � G H �
t r a b a l h o , k n o w - h o w .
‡ � T e c n o l o g i a d e c a p i t a l i n t e n s i v o : b a s e a d a n o u s o d e m a q u i n á r i o s e e q u i p a m e n t o s d e f o r m a i n t e n s i v a , t a l c o m o n a 
a u t o m a ç ã o .
‡ � T e c n o l o g i a d e m ã o d e o b r a i n t e n s i v a : b a s e a d a n o u s o i n t e n s i v o d a s h a b i l i d a d e s m a n u a i s o u f í s i c a s d a s p e s s o a s , 
m a n u f a t u r a .
‡ � T e c n o l o g i a i n c o r p o r a d a : c o r r e s p o n d e à q u e l a s c o n t i d a s n o s b e n s d e c a p i t a l , c o m o u m c a r r o o u u m t e l e f o n e c e l u l a r 
T X H � F R Q W p P � P D W p U L D V � S U L P D V � � P H W D L V � H V S H F t ¿ F R V � � H P � V H X V � F R P S R Q H Q W H V �
‡ � 7 H F Q R O R J L D � Q m R � L Q F R U S R U D G D � � F R U U H V S R Q G H � D R V � F R Q K H F L P H Q W R V � L P D W H U L D L V � T X H � G H W H U P L Q D G R V � S U R ¿ V V L R Q D L V � S R U W D P � H P �
f o r m a d e h a b i l i d a d e s m e n t a i s o u m a n u a i s .
5
P O R D E N T R O D O T E M A
$ V � W H F Q R O R J L D V � L Q F R U S R U D G D V � H � Q m R � L Q F R U S R U D G D V � P X L W D V � Y H ] H V � V H � F R Q I X Q G H P � S R U � H V W D U H P � H V W U H L W D P H Q W H � O L J D G D V � �
6 R P H Q W H � X P D � D F X U D G D � R E V H U Y D o m R � H � L Q W H U S U H W D o m R � G R � F R Q W H [ W R � W R U Q D � S R V V t Y H O � F R Q K H F H U � D V � Y D U L D o } H V � G D � W H F Q R O R J L D � �
p o i s e s t a s e r e l a c i o n a c o m a s c a r a c t e r í s t i c a s d a s o c i e d a d e d e f o r m a d i r e t a . O u s e j a : n u m a d e t e r m i n a d a s o c i e d a d e 
R Q G H � R � G H V H Q Y R O Y L P H Q W R � V R F L R H F R Q { P L F R � p � P D L R U � � R � X V R � G H � W H F Q R O R J L D V � G H � F D S L W D O � L Q W H Q V L Y R � � F R P � X V R � L Q W H Q V L Y R � G H �
P D T X L Q i U L R V � � p � W D P E p P � P D L R U � � 2 � L Q Y H U V R � W D P E p P � R F R U U H � � T X D Q W R � P H Q R U � R � G H V H Q Y R O Y L P H Q W R � V R F L R H F R Q { P L F R � � P H Q R U � p � R �
X V R � G H � W H F Q R O R J L D V � G H � F D S L W D O � L Q W H Q V L Y R � T X H � p � V X E V W L W X t G R � S H O D � W H F Q R O R J L D � G H � P m R � G H � R E U D � L Q W H Q V L Y D � � F R P � X V R � L Q W H Q V L Y R � G H �
K D E L O L G D G H V � P D Q X D L V � H � I t V L F D V � �
6 H QG R � D V V L P � � D � W H F Q R O R J L D � p � X P � I D W R U � G H � L Q À X r Q F L D � V R F L D O � W D Q W R � Q R � F D P S R � G R � F R P S R U W D P H Q W R � K X P D Q R � ± � H P � T X H � H O D �
S H U P H L D � D � P D Q H L U D � S H O D � T X D O � D V � S H V V R D V � G H V H Q Y R O Y H P � V X D V � D W L Y L G D G H V � H � V H � F R P X Q L F D P � ± � T X D Q W R � Q R � F D P S R � G R � W U D E D O K R � �
Q R � T X D O � R V � P p W R G R V � H � S U R F H V V R V � R S H U D F L R Q D L V � V m R � P H G L D G R V � S R U � G L Y H U V D V � W H F Q R O R J L D V � � F D S D ] H V � G H � D O W H U D U � R � À X [ R � G H �
t r a b a l h o d e a c o r d o c o m a q u i l o q u e a t a r e f a e x i g e .
M e s m o a t e c n o l o g i a s e n d o “ u m r e c u r s o p a s s i v o e e s t á t i c o à m e r c ê d a c r i a t i v i d a d e h u m a n a ” � � & + , $ 9 ( 1 $ 7 2 � � � � � � � � S � �
� � � � � � H O D � F D X V D � L P S D F W R V � Q X P D � R U J D Q L ] D o m R � � S R L V � H O D � W D P E p P � p � F D S D ] � G H � G H W H U P L Q D U � F R P S H W r Q F L D V � H � K D E L O L G D G H V � T X H �
G H P R Q V W U D P � R � Q t Y H O � H P � W L S R � G H � I R U P D o m R � S U R ¿ V V L R Q D O � G D V � S H V V R D V � T X H � � F R Q V H T X H Q W H P H Q W H � � V H U m R � L Q F O X t G D V � R X � Q m R � Q R �
m e r c a d o d e t r a b a l h o .
1 H V V H � V H Q W L G R � � Q D � D W X D O L G D G H � K i � R � L P S H U D W L Y R � W H F Q R O y J L F R � � R X � V H M D � � D � L P S R V L o m R � G H � F R Q G L o } H V � � W H F Q R O y J L F D V � � T X H �
G H W H U P L Q D P � D � H V W U X W X U D � H � R � F R P S R U W D P H Q W R � R U J D Q L ] D F L R Q D O � � J U D o D V � j � G H S H Q G r Q F L D � G H V W H V � G D � W H F Q R O R J L D � S D U D � U H D O L ] D U �
R S H U D o } H V � H � J H U D U � S U R G X W R V � H � V H U Y L o R V � � & R P � L V V R � � D � W H F Q R O R J L D � G H Y H � V H U � D G P L Q L V W U D G D � � H V S H F L D O P H Q W H � Q D V � H P S U H V D V � � H P �
U D ] m R � G D � V X D � Q H F H V V L G D G H � G H � F U H V F H U � H � V R E U H Y L Y H U � D R � O R Q J R � G R � W H P S R �
3 D U D � L V V R � � K i � D � a b o r d a g e m s o c i o t é c n i c a q u e p o s t u l a q u e a s e m p r e s a s e s t ã o n u m p r o c e s s o c o n s t a n t e e c í c l i c o d e 
i m p o r t a ç ã o , c o n v e r s ã o e e x p o r t a ç ã o c o m o m e i o a m b i e n t e , v i s a n d o a t e n d e r s u a s e x i g ê n c i a s . A i m p o r t a ç ã o s e r e f e r e à s 
L Q I R U P D o } H V � H � j V � P D W p U L D V � S U L P D V � T X H � V R I U H P � F R Q Y H U V } H V � T X D Q G R � V m R � W U D Q V I R U P D G D V � H P � S U R G X W R V � T X H � � S R U � V X D � Y H ] � � V m R �
e x p o r t a d o s q u a n d o c o l o c a d o s à d i s p o s i ç ã o e m f o r m a d e r e s u l t a d o s .
$ � D E R U G D J H P � V R F L R W p F Q L F D � S U H V V X S } H � T X H � K i � � � V X E V L V W H P D V � F D S D ] H V � G H � S U R P R Y H U � D � F R P S U H H Q V m R � V R E U H � D V � H P S U H V D V �
d e a c o r d o c o m o p o n t o d e v i s t a t e c n o l ó g i c o :
‡ � 2 � V X E V L V W H P D � W p F Q L F R � � T X H � D E U D Q J H � H O H P H Q W R V � F R P R � D � W H F Q R O R J L D � � R � W H U U L W y U L R � H � R � W H P S R � F D S D ] H V � G H � D J H Q F L D U �
D � H ¿ F L r Q F L D � Q D V � R U J D Q L ] D o } H V � D W U D Y p V � G H � H T X L S D P H Q W R V � X W L O L ] D G R V � � L Q V W D O D o } H V � I t V L F D V � H � H [ L J r Q F L D V � G D � W D U H I D �
r e s p e c t i v a m e n t e .
6
‡ � 2 � V X E V L V W H P D � V R F L D O � � U H O D F L R Q D G R � j V � S H V V R D V � H � D R � L Q W H U � U H O D F L R Q D P H Q W R � S H V V R D O � Q R � W U D E D O K R � H � F D S D ] H V � G H � W U D Q V I R U P D U �
X P D � H ¿ F L r Q F L D � S R W H Q F L D O � Q X P D � U H D O �
‡ � 2 � V X E V L V W H P D � J H U H Q F L D O � � T X H � H Q J O R E D � D � L Q W H J U D o m R � D G H T X D G D � H Q W U H � R V � Y i U L R V � Q t Y H L V � R U J D Q L ] D F L R Q D L V � D W U D Y p V � G R �
a p a r a t o a d m i n i s t r a t i v o .
A b o a a d m i n i s t r a ç ã o d a d i m e n s ã o t e c n o l ó g i c a n u m a e m p r e s a s e c o n s t i t u i c o m o v a l i o s a f e r r a m e n t a p a r a a e s t r a t é g i a e m p r e s a r i a l 
p e l o f a t o d e a m b a s n e c e s s i t a r e m d e a d e q u a ç ã o a o c o n t e x t o a m b i e n t a l , q u e é c a r a c t e r i s t i c a m e n t e d i n â m i c o e p r e c i s a r e a j u s t a r 
e r e c o n c i l i a r r e c u r s o s n a e x e c u ç ã o d e t a r e f a s p a r a s o b r e v i v e r .
$ � H V W U D W p J L D � p � I X Q G D P H Q W D O � Q H V V H � V H Q W L G R � � K D M D � Y L V W D � T X H � S U H V V X S } H � P R Y L P H Q W R � � P X G D Q o D � � D o m R � � U H D o m R � H � S U y � D o m R �
a t r a v é s d e m a n o b r a s q u e v i s a m a l i n h a m e n t o a o c o n t e x t o q u e p o s s u i a s m e s m a s c a r a c t e r í s t i c a s m u t á v e i s . D e m o d o 
H V S H F t ¿ F R � � D � H V W U D W p J L D � H P S U H V D U L D O � � V H J X Q G R � & K L D Y H Q D W R � � � � � � � � S � � � � � � � F R Q V L V W H � Q D � “ P R E L O L ] D o m R � G H � W R G R V � R V � U H F X U V R V �
G D � H P S U H V D � H P � k P E L W R � J O R E D O � � Y L V D Q G R � D W L Q J L U � R E M H W L Y R V � D � O R Q J R � S U D ] R ” .
$ � H V W U D W p J L D � V H � F R Q F U H W L ] D � D W U D Y p V � G R � X V R � G H � U H F X U V R V � H V T X H P D W L ] D G R V � � F R P R � X P D � W i W L F D � T X H � � S R U � V X D � Y H ] � � Y D O H � W D Q W R �
S D U D � R � F R Q W H [ W R � P L O L W D U � T X D Q W R � S D U D � R � J H U H Q F L D O � � 2 F R U U H � H V S H F L D O P H Q W H � Q D T X H O D V � V L W X D o } H V � H P � T X H � V H � G H V H Q Y R O Y H P �
p l a n e j a m e n t o s p a r a a l c a n ç a r d e t e r m i n a d o s o b j e t i v o s e m c e r t o t e m p o , o r i e n t a n d o a s s i m o c o m p o r t a m e n t o d a e m p r e s a 
n e s s e í n t e r i m c o m v i s t a s à v a n t a g e m c o m p e t i t i v a , o u s e j a , à d i f e r e n c i a ç ã o p e r a n t e a c o n c o r r ê n c i a , p o r m e i o d a o f e r t a 
G H � D O J R � T X H � V H M D � G L I t F L O � G H � V H � U H S U R G X ] L U � G H � P R G R � ¿ G H G L J Q R �
A f o r m u l a ç ã o d e u m a e s t r a t é g i a e m p r e s a r i a l d e p e n d e d o m o d o c o m o o c o n t e x t o e o n e g ó c i o s ã o i n t e r p r e t a d o s . E l a 
Y D L � Y D U L D U � G H � D F R U G R � F R P � D V � G L Y H U V D V � H V F R O D V � G D � D G P L Q L V W U D o m R � � 3 R U p P � � D S H V D U � G H V V D � Y D U L H G D G H � � D V � F D U D F W H U t V W L F D V � G D �
e s t r a t é g i a e m p r e s a r i a l :
‡ � S ã o s i s t ê m i c a s , o u s e j a , t ê m o b j e t i v o s g l o b a i s q u e s e d e s d o b r a m , h a v e n d o c o m p r e e n s ã o d o t o d o s e m 
d e s c o n s i d e r a ç ã o à s p a r t e s .
‡ � S ã o v o l t a d a s p a r a o a m b i e n t e e x t e r n o , o u s e j a , v o l t a d a s p a r a o n e g ó c i o , r e s p o n d e n d o à s d e m a n d a s d o c o n t e x t o 
D R � T X D O � V R I U H � L Q À X r Q F L D V �
‡ � 6 m R � I R F D G D V � Q R � I X W X U R � � R X � V H M D � � E X V F D P � D � F R Q V W U X o m R � G H V W H � Y L V D Q G R � j � V R E U H Y L Y r Q F L D � H P S U H V D U L D O � D � O R Q J R � S U D ] R�
‡ � 6 m R � I R U P X O D G D V � � G L V F X W L G D V � � G H ¿ Q L G D V � H � G H F L G L G D V � H P � Q t Y H O � L Q V W L W X F L R Q D O � � R X � V H M D � � H [ L J H P � H Q Y R O Y L P H Q W R � H � F R Q V H Q W L P H Q W R �
d e t o d o s n o a l c a n c e d e m e t a s .
P O R D E N T R O D O T E M A
7
‡ � 5 H T X H U H P � H V I R U o R V � F R Q M X Q W R V � H P � W R G R V � R V � Q t Y H L V � R U J D Q L ] D F L R Q D L V � � R X � V H M D � � S H O R � I D W R � G H � V X D � L P S O H P H Q W D o m R � H �
e x e c u ç ã o s e r u m a t a r e f a d e t o d o s , o s e f e i t o s s ã o s i s t ê m i c o s .
‡ � 5 H T X H U H P � P X G D Q o D V � R U J D Q L ] D F L R Q D L V � � R X � V H M D � � Y L V D P � j � F U L D o m R � G H � Q R Y R V � P H F D Q L V P R V � S D U D � V R E U H Y L Y r Q F L D � G R �
n e g ó c i o .
‡ � É u m p l a n e j a m e n t o e s t r a t é g i c o , i s t o é , e n q u a n t o a e s t r a t é g i a v i s a a o b j e t i v o s g l o b a i s , o p l a n e j a m e n t o e s t r a t é g i c o s e 
G H V G R E U D � H P � S O D Q R V � W i W L F R V � � F R P � R E M H W L Y R V � G H S D U W D P H Q W D L V � � H � H P � S O D Q R V � R S H U D F L R Q D L V � � Y L V D Q G R � D � P H W D V � R S H U D F L R Q D L V � �
O p l a n e j a m e n t o e s t r a t é g i c o é u m f a t o r f u n d a m e n t a l r e l a c i o n a d o à e s t r a t é g i a e m p r e s a r i a l . C o n s i s t e , s e g u n d o C h i a v e n a t o 
� � � � � � � S � � � � � � � � Q D � “ d e t e r m i n a ç ã o d a f u t u r a p o s t u r a d a e m p r e s a , e s p e c i a l m e n t e c o m r e l a ç ã o a o s s e u s p r o d u t o s , m e r c a d o s , 
W D P D Q K R � � O X F U D W L Y L G D G H � � J U D X � G H � L Q R Y D o m R � H � V X D � U H O D o m R � F R P � H [ H F X W L Y R V � � H P S U H J D G R V � H � L Q V W L W X L o } H V � H [ W H U Q D V ” .
C o m i s s o , a s e s t r a t é g i a s e s e u s p l a n e j a m e n t o s n o c o n t e x t o e m p r e s a r i a l s e d e s e n v o l v e m e , g r a ç a s à c o n c o r r ê n c i a , s e 
W R U Q D P � F D G D � Y H ] � P D L V � H O D E R U D G D V � H � F R P S H W L W L Y D V � � D G T X L U L Q G R � I R U P D W R V � G H I H Q V L Y R V � � R I H Q V L Y R V � � D Q D O t W L F R V � R X � U H D W L Y R V � G H �
D F R U G R � F R P � R � D P E L H Q W H � � V H P S U H � V H � V H U Y L Q G R � G H � Q R Y D V � W H F Q R O R J L D V � � I t V L F D V � H � F R Q F U H W D V � H � R X � F R Q F H L W X D L V � H � D E V W U D W D V � H P �
V X D � E X V F D � S R U � H ¿ F i F L D � � 1 H V V H � V H Q W L G R � � W R G R V � R E W r P � J D Q K R V � H P � D O J X P D � P H G L G D � � D V � R U J D Q L ] D o } H V � � V H X V � L Q W H J U D Q W H V � H �
t o d a a s o c i e d a d e .
P O R D E N T R O D O T E M A
8
F o n t e : K W W S � � � Z Z Z � I U H H L P D J H V � F R P � E U R Z V H � S K W P O " I G R Z Q O R D G 	 L G � � � � � � � � $ F H V V R � H P � � � � � P D L R � � � � � �
$ � W H F Q R O R J L D � p � F D S D ] � G H � L Q À X H Q F L D U � R � F R P S R U W D P H Q W R � K X P D Q R � � D � H V W U X W X U D � R U J D Q L ] D F L R Q D O � H � R � W U D E D O K R � G H � P R G R � J H U D O � �
p r o m o v e n d o d e s e n v o l v i m e n t o e m t o d o s e s t e s c a m p o s .
P O R D E N T R O D O T E M A
9
A r t i g o t e c n o l o g i a d a i n f o r m a ç ã o e m p e q u e n a s e m p r e s a s : f a t o r e s d e ê x i t o
‡ � / H L D � R � D U W L J R � 7 H F Q R O R J L D � G D � L Q I R U P D o m R � H P � S H T X H Q D V � H P S U H V D V � � I D W R U H V � G H � r [ L W R � � U H V W U L o } H V � H �
E H Q H I t F L R V � � G H � * O i X F L D � $ � � 3 U D W H V � � 0 D U F R � 7 � � 2 V S L Q D � � R e v i s t a d e A d m i n i s t r a ç ã o C o n t e m p o r â n e a , 
� � � � � � 2 � W H [ W R � H P � T X H V W m R � S U R S } H � X P D � D Q i O L V H � G D V � F D U D F W H U t V W L F D V � G R � F R Q W H [ W R � V R F L R H F R Q { P L F R �
b r a s i l e i r o e m r e l a ç ã o à s p e q u e n a s e m p r e s a s . A t r a v é s d a p e s q u i s a d e s e n v o l v i d a , s a b e r e s 
r e l a c i o n a d o s à t e c n o l o g i a d a i n f o r m a ç ã o q u a n t o à s u a q u a l i d a d e e a s e u i m p a c t o s o b r e a s 
R U J D Q L ] D o } H V � D M X G D U m R � Y R F r � D � U H À H W L U � F R P � P D L R U � S U R I X Q G L G D G H � V R E U H � R V � F R Q W H ~ G R V � G H V H Q Y R O Y L G R V �
n e s t a a u l a .
D i s p o n í v e l e m : � K W W S � � � Z Z Z � V F L H O R � E U � V F L H O R � S K S " S L G 6 � � � � � � � � � � � � � � � � � � � � � � 	 V F U L S W V F L B D U W W H [ W > . A c e s s o 
H P � � � � P D L R � � � � � �
A r t i g o a r e s p o n s a b i l i d a d e s o c i a l é u m a q u e s t ã o d e e s t r a t é g i a ? U m a a b o r d a -
g e m c r í t i c a
‡ � / H L D � R � D U W L J R � $ � U H V S R Q V D E L O L G D G H � V R F L D O � p � X P D � T X H V W m R � G H � H V W U D W p J L D " � 8 P D � D E R U G D J H P � F U t W L F D � �
d e A l e x a n d r e F a r i a , F e r n a n d a F . S a u e r b r o n n . R e v i s t a d e A d m i n i s t r a ç ã o P ú b l i c a � � � � � � � � 2 � D U W L J R �
S U R E O H P D W L ] D � D � U H O D o m R � H Q W U H � H V W U D W p J L D � H P S U H V D U L D O � H � U H V S R Q V D E L O L G D G H � � H Y L G H Q F L D Q G R � W H Q V } H V �
H � F R Q W U D G L o } H V � G R � S U R F H V V R � H � L Q W H U H V V H V � Y D U L D G R V � G H � D P E D V � D V � S D U W H V � � $ S U H V H Q W D � X P D � E U H Y H �
F R Q W H [ W X D O L ] D o m R � V y F L R � K L V W y U L F D � G R V � F R Q F H L W R V � H � D E R U G D J H Q V � T X H � G m R � Q R P H � D R � W H [ W R � � X W L O L ] D Q G R �
F D V H V � L Q W H U Q D F L R Q D L V � G H � H V F k Q G D O R V � � S U R P R Y H Q G R � F H U W D P H Q W H � D � V X D � U H À H [ m R �
D i s p o n í v e l e m : � K W W S � � � Z Z Z � V F L H O R � E U � S G I � U D S � Y � � Q � � D � � Y � � Q � � S G I > � � $ F H V V R � H P � � � � P D L R � G H � � � � � �
t e c n o l o g i a d a i n f o r m a ç ã o e m p e q u e n a s e m p r e s a s : f a t o r e s d e ê x i t o
A C O M PA N H E N A W E B
1 0
A r t i g o D � H ¿ F L r Q F L D � H � D � H ¿ F i F L D � Q D � J H V W m R � H V W U D W p J L F D : d o p l a n e j a m e n t o e s -
t r a t é g i c o à m u d a n ç a o r g a n i z a c i o n a l
‡ � / H L D � R � D U W L J R � $ � H ¿ F L r Q F L D � H � D � H ¿ F i F L D � Q D � J H V W m R � H V W U D W p J L F D � � G R � S O D Q H M D P H Q W R � H V W U D W p J L F R � j �
P X G D Q o D � R U J D Q L ] D F L R Q D O � � G H � 5 R O D Q G R � - � � 5 � � ( V W U D G D � � 0 D U W L Q K R � , � � 5 � � $ O P H L G D � � R e v i s t a d e C i ê n c i a s 
d a A d m i n i s t r a ç ã o � � � � � � � � 2 � D U W L J R � D S U H V H Q W D � X P D � G L V F X V V m R � V R E U H � J H V W m R � H � S O D Q H M D P H Q W R �
H V W U D W p J L F R � U H O D F L R Q D G D � j � P X G D Q o D � R U J D Q L ] D F L R Q D O � � Y L V D Q G R � G H V H Q Y R O Y H U � H � Y D O L G D U � P R G H O R V � G H �
J H V W m R � H � G H � P X G D Q o D � R U J D Q L ] D F L R Q D O � H P S U H J D G R V � Q R � H V W X G R � U H D O L ] D G R � H P � H P S U H V D V � G H � J U D Q G H �
S R U W H � H � P X O W L Q D F L R Q D L V � � $ S U H V H Q W D � W D P E p P � X P D � F R Q W H [ W X D O L ] D o m R � V y F L R � K L V W y U L F D � G R V � F R Q F H L W R V �
D S U H V H Q W D G R V � � G L V F X W L Q G R � V H � Q R o } H V � G H � S R G H U � � F X O W X U D �H � Y L V m R � G H � I X W X U R � G H V V D V � T X H V W } H V �
D i s p o n í v e l e m : � K W W S � � � Z Z Z � M R X U Q D O � X I V F � E U � L Q G H [ � S K S � D G P � D U W L F O H � Y L H Z � � � � � � � � � � � > � � � $ F H V V R � H P � � � � P D L R � � � � � �
A c e s s e o s i t e d a R e v i s t a T e c n o l o g i a e S o c i e d a d e
‡ � N o l i n k ³ 3 H V T X L V D ´ � � Q R � P H Q X � V X S H U L R U � G R � s i t e � � p � S R V V t Y H O � Y L V X D O L ] D U � D V V X Q W R V � L Q W H U H V V D Q W H V � V R E U H �
R � W H P D � G H V W D � D X O D � � Q D � I R U P D � G H � D U W L J R V � F L H Q W t ¿ F R V � U H F H Q W H V � � S U R G X ] L G R V � S H O R V � S R U � H V S H F L D O L V W D V �
D F D G r P L F R V � T X H � S X E O L F D P � S H O R � S U R J U D P D � G H � S y V � J U D G X D o m R � G D � 8 Q L Y H U V L G D G H � 7 H F Q R O y J L F D � ) H G H U D O �
G R � 3 D U D Q i � � 8 7 ) 3 5 � � � % D V W D � L Q V H U L U � X P D � S D O D Y U D � F K D Y H � T X H � V m R � G L V S R Q L E L O L ] D G R V � D U W L J R V � G L Y H U V R V �
D i s p o n í v e l e m : � K W W S � � � U H Y L V W D V � X W I S U � H G X � E U � F W � W H F Q R O R J L D H V R F L H G D G H � L Q G H [ � S K S � � � � > � � $ F H V V R � H P � � � � P D L R � � � � � �
A s s i s t a a o v í d e o i n s t i t u c i o n a l d a O r g a n i z a ç ã o O d e b r e c h t
‡ � 2 � Y t G H R � L Q W L W X O D G R � 7 H F Q R O R J L D � ( P S U H V D U L D O � 2 G H E U H F K W � � 7 ( 2 � � I D ] � X P � U H O D W R � V y F L R � K L V W y U L F R � H �
E L R J U i ¿ F R � G R � V H X � S U H V L G H Q W H � 1 R U E H U W R � 2 G H E U H F K W � � G H V W D F D Q G R � R � S H U F X U V R � H � R V � S H U F D O o R V � G R �
H V W D E H O H F L P H Q W R � G R � Q H J y F L R � � D W U D Y p V � G D � F U L D o m R � G H � Q R Y R V � P p W R G R V � G H � W U D E D O K R � � W H F Q R O R J L D � � �
) R F D O L ] D � D � L P S R U W k Q F L D � G D � O L G H U D Q o D � H � G R � W U D E D O K R � H P � H T X L S H � F R P R � Y D O R U H V � H � R � H V W D E H O H F L P H Q W R �
G R � O H P D � ³ V R E U H Y L Y H U � � F U H V F H U � H � S H U S H W X D U ´ � F R P R � D O L F H U F H � H � S U i W L F D � T X H � R U L H Q W D � R � F R P S R U W D P H Q W R �
H � D V � H V W U D W p J L D V � R U J D Q L ] D F L R Q D L V � U H O D F L R Q D G R V � j � W H F Q R O R J L D � H P S U H V D U L D O � G D � 2 G H E U H F K W � � 7 ( 2 � �
D i s p o n í v e l e m : � K W W S � � � Y L P H R � F R P � � � � � � � � � > . A c e s s o e m : 1 1 m a i o 2 0 1 4 .
A C O M PA N H E N A W E BA C O M PA N H E N A W E B
1 1
I n s t r u ç õ e s :
$ J R U D � � F K H J R X � D � V X D � Y H ] � G H � H [ H U F L W D U � V H X � D S U H Q G L ] D G R � � $ � V H J X L U � � Y R F r � H Q F R Q W U D U i � D O J X P D V � T X H V W } H V � G H � P ~ O W L S O D �
e s c o l h a e d i s s e r t a t i v a s . L e i a c u i d a d o s a m e n t e o s e n u n c i a d o s e a t e n t e - s e p a r a o q u e e s t á s e n d o p e d i d o .
A G O R A É A S U A V E Z
Q u e s t ã o 1
$ � L Q V H U o m R � Q R � P H U F D G R � G H � W U D E D O K R � Q D � D W X D O L G D G H � W H P � F R P R � S R Q W R � G H � S D U W L G D � X P � Q t Y H O � G H � H [ L J r Q F L D � ± � Q R � T X H � G L ] � U H V S H L W R � j � T X D O L -
¿ F D o m R � S U R ¿ V V L R Q D O � ± � F D G D � Y H ] � P D L V � D O W R � � 2 � G H V H Q Y R O Y L P H Q W R � G R � P H U F D G R � G H � W U D E D O K R � H � D � F R P S H W L W L Y L G D G H � F D G D � Y H ] � P D L V � D F L U U D G D �
H Q W U H � H P S U H V D V � D Q W L J D V � ± � T X H � E X V F D P � V R E U H Y L Y H U � ± � H � D V � Q R Y D V � ± � T X H � S U H W H Q G H P � F U H V F H U � ± � U H F D H P � W D Q W R � V R E U H � R V � F D Q G L G D W R V � D �
X P D � Y D J D � � T X D Q W R � V R E U H � D T X H O H V � T X H � W H P H P � S H U G H U � V H X V � H P S U H J R V � � 3 D U D � L V V R � � X P D � V D t G D � P X L W R � F R Q V L G H U D G D � S H O D � P D L R U L D � G D V �
S H V V R D V � p � Y R O W D U � D R V � H V W X G R V � � F R Q F O X L Q G R � R V � � R X � H Q W m R � L Q L F L D U � D O J X P � F X U V R � H V S H F t ¿ F R � T X H � V H M D � F D S D ] � G H � D J U H J D U � Y D O R U � j � V X D � T X D -
O L ¿ F D o m R � � j V � V X D V � F R P S H W r Q F L D V � H � K D E L O L G D G H V �
7 D U H I D � � & R P � E D V H � Q R � S D U i J U D I R � D Q W H U L R U � � U H V S R Q G D � F R P R � p � S R V V t Y H O � L G H Q W L ¿ F D U � � Q D � U H D O L G D G H � V R F L D O � H � G R � P X Q G R � G R � W U D E D O K R � D W X D O � �
H [ L J r Q F L D V � S U R ¿ V V L R Q D L V � F D G D � Y H ] � P D L V � H O D E R U D G D V � � D V � T X D L V � H P � G p F D G D V � D Q W H U L R U H V � Q m R � H U D P � F R Q V L G H U D G D V � U H O H Y D Q W H V � S D U D � R �
H [ H U F t F L R � G H � X P � R I t F L R � H P � G H W H U P L Q D G D � F D W H J R U L D � S U R ¿ V V L R Q D O �
1 2
A G O R A É A S U A V E Z
Q u e s t ã o 2
2 � S U R F H V V R � G H � W U D Q V I R U P D o m R � G D � Q D W X U H ] D � S H O R V � V H U H V � K X P D Q R V � V H P S U H � I R L � P H G L D G R � S H O D � W H F Q R O R J L D � � T X H � � S R U � V X D � Y H ] � � V H � G H -
V H Q Y R O Y H X � H � F U H V F H X � G H � P D Q H L U D � S U R S R U F L R Q D O � j � R U J D Q L ] D o m R � G D � V R F L H G D G H � � 1 R � H Q W D Q W R � � D � W H F Q R O R J L D � � Q R V � S U L P y U G L R V � � W L Q K D � R X W U D V �
¿ Q D O L G D G H V � D O p P � G D � W U D Q V I R U P D o m R � Q D W X U H ] D � � ( V V D V � ¿ Q D O L G D G H V � G L ] L D P � U H V S H L W R � D � T X r "
M a r q u e a a l t e r n a t i v a c o m a r e s p o s t a c o r r e t a : 
a ) A u t o p r e s e r v a ç ã o , a b r i g o e a l i m e n t a ç ã o .
b ) ' H V H Q Y R O Y L P H Q W R � � R U J D Q L ] D o m R � H � D X W R S U H V H U Y D o m R �
c ) 7 U D Q V I R U P D o m R � � G H V H Q Y R O Y L P H Q W R � H � R U J D Q L ] D o m R �
d ) A u t o p r e s e r v a ç ã o , a l i m e n t a ç ã o e t r a n s f o r m a ç ã o .
e ) T r a n s f o r m a ç ã o , d e s e n v o l v i m e n t o e e v o l u ç ã o .
1 3
Q u e s t ã o 3
' H Y L G R � D R � I D W R � G H � D � W H F Q R O R J L D � D E U D Q J H U � W R G R � W L S R � G H � F R Q K H F L P H Q W R � W p F Q L F R � H � V H U � H P S U H J D G D � Q D � S U R G X o m R � H � Q D � F R P H U F L D O L ] D o m R �
G H � E H Q V � H � V H U Y L o R V � � H O D � D G T X L U H � P X L W D V � I D F H V � � S R G H Q G R � V H U � G H � W L S R V � G L I H U H Q W H V � � 6 H Q G R � D V V L P � � O H L D � H � D Q D O L V H � D V � D ¿ U P D o } H V � G H V F U L W D V �
a s e g u i r :
I . A t e c n o l o g i a f í s i c a e c o n c r e t a é b a s e a d a n o u s o d e m a q u i n á r i o s e e q u i p a m e n t o s d e f o r m a i n t e n s i v a , t a l c o m o n a a u t o m a ç ã o .
I I . A t e c n o l o g i a d e c a p i t a l i n t e n s i v o é b a s e a d a n o u s o d e m a q u i n á r i o s e e q u i p a m e n t o s d e f o r m a i n t e n s i v a , t a l c o m o n a a u t o m a ç ã o .
I I I . A t e c n o l o g i a d e m ã o d e o b r a i n t e n s i v a é b a s e a d a n o u s o i n t e n s i v o d a s h a b i l i d a d e s m a n u a i s o u f í s i c a s d a s p e s s o a s . 
, 9 � � $ � W H F Q R O R J L D � Q m R � L Q F R U S R U D G D � p � D T X H O D � F R Q W L G D � Q R V � E H Q V � G H � F D S L W D O � � F R P R � X P � F D U U R � R X � X P � W H O H I R Q H � F H O X O D U � T X H � F R Q W p P � P D W p -
U L D V � S U L P D V � � P H W D L V � H VS H F t ¿ F R V � � H P � V H X V � F R P S R Q H Q W H V �
9 � � $ � W H F Q R O R J L D � L Q F R U S R U D G D � F R U U H V S R Q G H � D R V � F R Q K H F L P H Q W R V � L P D W H U L D L V � R Q G H � T X H � S U R ¿ V V L R Q D L V � S R U W D P � H P � I R U P D � G H � K D E L O L G D G H V �
m e n t a i s o u m a n u a i s .
M a r q u e a s e g u i r a a l t e r n a t i v a c o r r e t a :
a ) A s a l t e r n a t i v a s I , I I e I I s ã o c o r r e t a s .
b ) $ V � D O W H U Q D W L Y D V � , , � � , , , � H � 9 � V m R � L Q F R U U H W D V �
c ) $ V � D O W H U Q D W L Y D V � , � � , 9 � H � 9 � V m R � L Q F R U U H W D V �
d ) $ V � D O W H U Q D W L Y D V � , , � � , 9 � H � 9 � V m R � F R U U H W D V �
e ) $ V � D O W H U Q D W L Y D V � , � � , 9 � H � 9 � V m R � F R U U H W D V �
A G O R A É A S U A V E Z
1 4
Q u e s t ã o 4
2 � P D S H D P H Q W R � D P E L H Q W D O � � T X H � I D ] � X P D � R E V H U Y D o m R � D F X U D G D � G R � F R Q W H [ W R � R U J D Q L ] D F L R Q D O � � p � X P D � D o m R � T X H � S H U P L W H � L G H Q W L ¿ F D U � H � Y L -
V X D O L ] D U � D � F R U U H O D o m R � H Q W U H � D � W H F Q R O R J L D � H � R � P H L R � V R F L D O � � H V S H F L D O P H Q W H � D T X H O D V � O L J D G D V � D R � X V R � G H � W H F Q R O R J L D V � G H � F D S L W D O � L Q W H Q V L Y R �
R X � G H � P m R � G H � R E U D � L Q W H Q V L Y D � � $ V � Y D U L D o } H V � Q R � X V R � G H V W D V � W H F Q R O R J L D V � S H O D � V R F L H G D G H � H V W m R � U H O D F L R Q D G D V � j � T X D O � H O H P H Q W R "
M a r q u e a a l t e r n a t i v a c o r r e t a : 
a ) 8 V R � G H � P D T X L Q i U L R V �
b ) 8 V R � G H � K D E L O L G D G H V � P D Q X D L V � H � I t V L F D V �
c ) 8 V R � G R � F D S L W D O �
d ) D e s e n v o l v i m e n t o s o c i o e c o n ô m i c o .
e ) D e s e n v o l v i m e n t o s o c i a l .
Q u e s t ã o 5
2 � F R P S R U W D P H Q W R � K X P D Q R � H � R � I X Q F L R Q D P H Q W R � G R � W U D E D O K R � V m R � L Q À X H Q F L D G R V � S H O D � W H F Q R O R J L D � � S R L V � L Q G L F D P � R � W L S R � G H � I R U P D o m R � S U R -
¿ V V L R Q D O � G D V � S H V V R D V � H � V H � H O D V � V H U m R � L Q F O X t G D V � R X � Q m R � Q R � P H U F D G R � G H � W U D E D O K R � � 1 H V V D � S H U V S H F W L Y D � K i � X P � L P S H U D W L Y R � W H F Q R O y J L F R � �
2 � T X H � H V W H � W H U P R � T X H U � G L ] H U "
a ) 4 X H � K i � D O W H U D o m R � G R � À X [ R � G H � W U D E D O K R � S H O D � W H F Q R O R J L D �
b ) 4 X H � K i � L P S R V L o m R � G H � F R Q G L o } H V � W H F Q R O y J L F D V � T X H � G H W H U P L Q D P � D � H V W U X W X U D � H � R � F R P S R U W D P H Q W R � R U J D Q L ] D F L R Q D O �
c ) Q u e h á m é t o d o s e p r o c e s s o s o p e r a c i o n a i s m e d i a d o s p o r d i v e r s a s t e c n o l o g i a s .
d ) 4 X H � D � W H F Q R O R J L D � G H Y H � V H U � D G P L Q L V W U D G D � D � ¿ P � G H � T X H � D V � H P S U H V D V � V R E U H Y L Y D P �
e ) Q u e a t e c n o l o g i a é u m r e c u r s o p a s s i v o e e s t á t i c o à m e r c ê d a c r i a t i v i d a d e h u m a n a .
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1 5
Q u e s t ã o 6
$ � V R E U H Y L Y r Q F L D � G H � X P D � H P S U H V D � P X L W D V � Y H ] H V � G H S H Q G H � Q m R � V R P H Q W H � G H � V X D � D G P L Q L V W U D o m R � � P D V � W D P E p P � G D � P D Q H L U D � S H O D � T X D O �
a t e c n o l o g i a é a d m i n i s t r a d a e m s u a e s t r u t u r a n o a t e n d i m e n t o d a s e x i g ê n c i a s d o m e i o e x t e r n o . N e s s e s e n t i d o , a t e c n o l o g i a é u m a 
i U H D � G R � F R Q K H F L P H Q W R � � F R P � D E R U G D J H P � H V S H F t ¿ F D � G H � D F R U G R � F R P � D � Q H F H V V L G D G H � � W D O � F R P R � D � D E R U G D J H P � V R F L R W p F Q L F D � � ( [ S O L T X H �
V R E U H � R � T X H � H V W D � D E R U G D J H P � S R V W X O D � � H O H Q F D Q G R � H P � V X D � U H V S R V W D � R V � H O H P H Q W R V � T X H � D � F R P S } H P � Q R � T X H � V H � U H I H U H � D R � P H L R � D P -
b i e n t e d o p r o c e s s o e m p r e s a r i a l .
Q u e s t ã o 7
+ i � G L Y H U V D V � D E R U G D J H Q V � T X H � S H U P L W H P � R � F R Q K H F L P H Q W R � G H � X P D � H P S U H V D � G R � S R Q W R � G H � Y L V W D � W p F Q L F R � H � F L H Q W t ¿ F R � � ' R � S R Q W R � G H � Y L V W D �
W H F Q R O y J L F R � D � D E R U G D J H P � V R F L R W p F Q L F D � Y L V D � I R U Q H F H U � H [ S O L F D o } H V � T X H � D P S O L D P � R � F R Q K H F L P H Q W R � H P S U H V D U L D O � � F R Q W U L E X L Q G R � D L Q G D �
P D L V � S D U D � R � V X F H V V R � � S R L V � p � F D S D ] � G H � L Q À X H Q F L D U � D � H V W U X W X U D � R U J D Q L ] D F L R Q D O � H � D � G L Q k P L F D � G R � W U D E D O K R � � ' H V W D T X H � H P � V X D � U H V S R V W D �
q u a i s s ã o o s e l e m e n t o s q u e e s t ã o s u b d i v i d i d o s n o s i s t e m a e m p r e s a r i a l , e x p l i c a n d o s u c i n t a m e n t e a s c a r a c t e r í s t i c a s d e c a d a u m 
d e l e s .
Q u e s t ã o 8
O d i n a m i s m o d o c o n t e x t o a m b i e n t a l e x i g e r e a d e q u a ç ã o , r e a j u s t a m e n t o e r e c o n c i l i a ç ã o d e r e c u r s o s n u m a e m p r e s a d e m a n e i r a 
c o n s t a n t e . N a a t u a l i d a d e i s s o s e d á a t r a v é s d a t e c n o l o g i a b e m a d m i n i s t r a d a , q u e p o d e g a r a n t i r a s o b r e v i v ê n c i a d e u m a e m p r e s a . 
E x p l i q u e q u a l é o e l e m e n t o f u n d a m e n t a l q u e , a t r a v é s d a t e c n o l o g i a , a j u s t a a e m p r e s a a o a m b i e n t e e x t e r n o i n d i c a n d o e m s u a 
U H V S R V W D � R � T X H � H V W H � H O H P H Q W R � S U H V V X S } H �
Q u e s t ã o 9
$ � P D Q H L U D � S H O D � T X D O � R � F R Q W H [ W R � H � R � D P E L H Q W H � V m R � L Q W H U S U H W D G R V � H V W i � U H O D F L R Q D G D � j V � F R P S H W r Q F L D V � H � K D E L O L G D G H V � G R � S U R ¿ V V L R Q D O �
r e s p o n s á v e l e , d i a n t e d i s t o , à e s c o l h a d e u m a t á t i c a a d e q u a d a p a r a o a l c a n c e d e d e t e r m i n a d o s o b j e t i v o s . E x p l i q u e q u a l o b j e t i v o 
H V W H � S U R ¿ V V L R Q D O � E X V F D � � G H ¿ Q L Q G R � R � T X H � H O H � G H V H Q Y R O Y H � S D U D � L V V R � � X V D Q G R � R � F R Q F H L W R � G H � D F R U G R � F R P � D � W H R U L D �
A G O R A É A S U A V E Z
1 6
A p a r t i r d a l e i t u r a d o t e x t o , v o c ê p ô d e p e r c e b e r c o m o a t e c n o l o g i a é i m p o r t a n t e n a v i d a d a s p e s s o a s e n o m u n d o 
R U J D Q L ] D F L R Q D O � � ( O D � Q m R � V H � U H V W U L Q J H � D � H T X L S D P H Q W R V � H � P D T X L Q i U L R V � G H � ~ O W L P D � J H U D o m R � � I t V L F D � H � F R Q F U H W D � Q H V V H � V H Q W L G R � �
E l a e s t á r e l a c i o n a d a a c o n h e c i m e n t o s i m a t e r i a i s e a m é t o d o s d e t r a b a l h o q u e n ã o s ã o p a s s í v e i s d e o b s e r v a ç ã o d i r e t a e 
d e m e n s u r a ç ã o , p o r i s s o é a b s t r a t a e c o n c e i t u a l . N o e n t a n t o , é j u s t a m e n t e a c o m p l e m e n t a r i d a d e d e s s a s c a r a c t e r í s t i c a s 
T X H � W R U Q D � D � W H F Q R O R J L D � D O J R � T X H � L Q À X H Q F L D � G L U H W D P H Q W H � Q R V V R � F R P SR U W D P H Q W R � � D � H V W U X W X U D � G R � W U D E D O K R � � D V � R U J D Q L ] D o } H V � H �
a s o c i e d a d e , p o i s , c o n j u n t a m e n t e , t o d o s e s t ã o e m p r o c e s s o d e t r a n s f o r m a ç ã o . S ã o n e c e s s á r i a s , e n t r e t a n t o , e s t r a t é g i a s 
E H P � G H ¿ Q L G D V � S D U D � T X H � R � V X F H V V R � V H M D � X P D � U H D O L G D G H � H P � W R G D V � D V � G L P H Q V } H V � F L W D G D V � D Q W H U L R U P H Q W H � � H V S H F L D O P H Q W H � Q D V �
H P S U H V D V � � D W U D Y p V � G H � X P � S O D Q H M D P H Q W R � H V W U D W p J L F R � E H P � H O D E R U D G R � Q D � E X V F D � H � Q R � D O F D Q F H � G D � H ¿ F i F L D � H � G D � H ¿ F L r Q F L D �
A p a r t i r d a l e i t u r a d o t e x t o , v o c ê p ô d e p e r c e b e r c o m o a t e c n o l o g i a é i m p o r t a n t e n a v i d a d a s p e s s o a s e n o m u n d o 
F I N A L I Z A N D O
Q u e s t ã o 1 0
' H Y L G R � D R � I D W R � G H � D � F R Q F R U U r Q F L D � H V W D U � F D G D � Y H ] � P D L V � H O D E R U D G D � H � F R P S H W L W L Y D � � D G T X L U L Q G R � I R U P D W R V � G H I H Q V L Y R V � � R I H Q V L Y R V � � D Q D -
O t W L F R V � R X � U H D W L Y R V � G H � D F R U G R � F R P � R � D P E L H Q W H � � p � L Q G L V S H Q V i Y H O � D � I R U P X O D o m R � G H � H V W U D W p J L D V � H P S U H V D U L D L V � � 3 R U p P � K i � X P D � J U D Q G H �
v a r i e d a d e d e s t a s , n o e n t a n t o n o c o n t e x t o e m p r e s a r i a l e x i s t e u m a f u n d a m e n t a l . D e s t a q u e , d e n t r e t o d a s a s p o s s i b i l i d a d e , a e s t r a -
W p J L D � P D L V � D G H T X D G D � D R � F R Q W H [ W R � H P S U H V D U L D O � � G H ¿ Q L Q G R � D � H � M X V W L ¿ F D Q G R � H P � V X D � U H V S R V W D � D V � U D ] } H V � G H V W D � H V F R O K D �
R E F E R Ê N C I A S
& + , $ 9 ( 1 $ 7 2 � � , � � A d m i n i s t r a ç ã o � � W H R U L D � � S U R F H V V R � H � S U i W L F D � � 5 L R � G H � - D Q H L U R � � ( O V H Y L H U � � � � � � �
A G O R A É A S U A V E Z
1 7
A b o r d a g e m S o c i o t é c n i c a : t e o r i a q u e p o s t u l a q u e a s e m p r e s a s e s t ã o n u m p r o c e s s o c o n s t a n t e e c í c l i c o d e i m p o r t a ç ã o , 
c o n v e r s ã o e e x p o r t a ç ã o c o m o m e i o a m b i e n t e , v i s a n d o a t e n d e r s u a s e x i g ê n c i a s .
E s t r a t é g i a E m p r e s a r i a l : � p � D � P R E L O L ] D o m R � G H � W R G R V � R V � U H F X U V R V � G D � H P S U H V D � H P � k P E L W R � J O R E D O � � Y L V D Q G R � D W L Q J L U � R E M H W L Y R V �
D � O R Q J R � S U D ] R �
P l a n e j a m e n t o E s t r a t é g i c o : é a d e t e r m i n a ç ã o d a f u t u r a p o s t u r a d a e m p r e s a , e s p e c i a l m e n t e c o m r e l a ç ã o a o s s e u s 
S U R G X W R V � � P H U F D G R V � � W D P D Q K R � � O X F U D W L Y L G D G H � � J U D X � G H � L Q R Y D o m R � H � V X D � U H O D o m R � F R P � H [ H F X W L Y R V � � H P S U H J D G R V � H � L Q V W L W X L o } H V �
e x t e r n a s .
T e c n o l o g i a : p � R � F R Q M X Q W R � R U G H Q D G R � G H � F R Q K H F L P H Q W R V � H P S U H J D G R V � Q D � S U R G X o m R � H � Q D � F R P H U F L D O L ] D o m R � G H � E H Q V � H � G H �
s e r v i ç o s .
V a n t a g e m C o m p e t i t i v a : é a d i f e r e n c i a ç ã o p e r a n t e a c o n c o r r ê n c i a , p o r m e i o d a o f e r t a d e a l g o q u e s e j a d i f í c i l d e s e 
U H S U R G X ] L U � G H � P R G R � ¿ G H G L J Q R �
A b o r d a g e m S o c i o t é c n i c a :
G L O S S Á R I O
G A B A R I T O
Q u e s t ã o 1
R e s p o s t a : 9 R F r � S R G H � U H V S R Q G H U � � S R U � H [ H P S O R � � T X H � � S D U D � L Q V H U o m R � Q R � P H U F D G R � G H � W U D E D O K R � � E D V W D Y D � R � S U H H Q F K L P H Q W R � G H �
¿ F K D V � H � I R U P X O i U L R V � � 7 H U � R � H Q V L Q R � I X Q G D P H Q W D O � H � P p G L R � P X L W D V � Y H ] H V � H U D � V X ¿ F L H Q W H � S D U D � R � W U D E D O K R � D G P L Q L V W U D W L Y R � � + D Y L D �
P H Q R V � H P S U H V D V � H � P H Q R V � F R Q F R U U r Q F L D � � 8 P � F X U V R � W p F Q L F R � H P � O R F D L V � F R P R � 6 ( 1 $ , � � V H P � Q H F H V V L G D G H � G H � D W X D O L ] D o m R �
Q X P � F X U W R � H V S D o R � G H � W H P S R � M i � H U D � R � V X ¿ F L H Q W H � H � H Q V L Q R � V X S H U L R U � Q m R � H U D � H [ L J r Q F L D � S D U D � F D U J R V � G H � Q t Y H O � P p G L R � R X �
R S H U D F L R Q D L V � � & R Q K H F H U � R X W U R V � L G L R P D V � H U D � U H T X L V L W R � V R P H Q W H � S D U D � F D U J R V � H V S H F t ¿ F R V � � 3 y V � J U D G X D o m R � H U D � H I H W L Y D P H Q W H �
u m d i f e r e n c i a l , e n ã o p r é - r e q u i s i t o .
1 8
Q u e s t ã o 2
R e s p o s t a : A l t e r n a t i v a A .
Q u e s t ã o 3
R e s p o s t a : A l t e r n a t i v a C . 
Q u e s t ã o 4
R e s p o s t a : A l t e r n a t i v a D .
Q u e s t ã o 5
R e s p o s t a : � $ O W H U Q D W L Y D � % � �
Q u e s t ã o 6
R e s p o s t a : 6 H J X Q G R � & K L D Y H Q D W R � � � � � � � � � D � D E R U G D J H P � V R F L R W p F Q L F D � S R V W X O D � T X H � D V � H P S U H V D V � H V W m R � Q X P � S U R F H V V R �
c o n s t a n t e e c í c l i c o d e i m p o r t a ç ã o , c o n v e r s ã o e e x p o r t a ç ã o c o m o m e i o a m b i e n t e , v i s a n d o a t e n d e r à s s u a s e x i g ê n c i a s . 
$ � L P S R U W D o m R � V H � U H I H U H � j V � L Q I R U P D o } H V � H � j V � P D W p U L D V � S U L P D V � T X H � V R I U H P � F R Q Y H U V } H V � T X D Q G R � V m R � W U D Q V I R U P D G D V � H P �
S U R G X W R V � T X H � � S R U � V X D � Y H ] � � V m R � H [ S R U W D G R V � T X D Q G R � F R O R F D G R V � j � G L V S R V L o m R � H P � I R U P D � G H � U H V X O W D G R V �
Q u e s t ã o 7
R e s p o s t a : $ � D E R U G D J H P � V R F L R W p F Q L F D � S U H V V X S } H � T X H � K i � � � V X E V L V W H P D V � Q D V � H P S U H V D V � � R � V X E V L V W H P D � W p F Q L F R � � T X H �
D E U D Q J H � H O H P H Q W R V � F R P R � D � W H F Q R O R J L D � � R � W H U U L W y U L R � H � R � W H P S R � � R � V X E V L V W H P D � V R F L D O � � U H O D F L R Q D G R � j V � S H V V R D V � H � D R � L Q W H U �
U H O D F L R Q D P H Q W R � S H V V R D O � Q R � W U D E D O K R � � R � V X E V L V W H P D � J H U H Q F L D O � � T X H � H Q J O R E D � D � L Q W H J U D o m R � D G H T X D G D � H Q W U H � R V � Y i U L R V � Q t Y H L V �
R U J D Q L ] D F L R Q D L V � D W U D Y p V � G R � D S D U D W R � D G P L Q L V W U D W L Y R � � & + , $ 9 ( 1 $ 7 2 � � � � � � � �
Q u e s t ã o 8
R e s p o s t a : $ � H V W U D W p J L D � p � I X Q G D P H Q W D O � Q H V V H � V H Q W L G R � H � S U H V V X S } H � P R Y L P H Q W R � � P X G D Q o D � � D o m R � � U H D o m R � H � S U R D W L Y L G D G H �
a t r a v é s d e m a n o b r a s q u e v i s a m a o a l i n h a m e n t o a o c o n t e x t o q u e p o s s u i a s m e s m a s c a r a c t e r í s t i c a s m u t á v e i s . D e m o d o 
H V S H F t ¿ F R � � D � H V W U D W p J L D � H P S U H V D U L D O � F R Q V L V W H � � V H J X Q G R � & K L D Y H Q D W R � � � � � � � � S � � � � � � � Q D � ³ P R E L O L ] D o m R � G H � W R G R V � R V � U H F X U V R V �
G D � H P S U H V D � H P � k P E L W R � J O R E D O � � Y L V D Q G R � D W L Q J L U � R E M H W L Y R V � D � O R Q J R � S U D ] R ´ �
1 9
Q u e s t ã o 9
R es p o s t a : ' H � D F R U G R � F R P � & K L D Y H Q D W R � � � � � � � � � R � S U R ¿ V V L R Q D O � E X V F D � D � Y D Q W D J H P � F R P S H W L W L Y D � � R X � V H M D � � D � G L I H U H Q F L D o m R �
S H U D Q W H � D � F R Q F R U U r Q F L D � � S R U � P H L R � G D � R I H U W D � G H � D O J R � T X H � V H M D � G L I t F L O � G H � V H � U H S U R G X ] L U � G H � P R G R � ¿ G H G L J Q R � � & R P H o D �
H V S H F L D O P H Q W H � Q D T X H O D V � V L W X D o } H V � H P � T X H � V H � G H V H Q Y R O Y H P � S O D Q H M D P H Q W R V � S D U D � D O F D Q o D U � G H W H U P L Q D G R V � R E M H W L Y R V � H P �
c e r t o t e m p o , o r i e n t a n d o a s s i m o c o m p o r t a m e n t o d a e m p r e s a n e s s e í n t e r i m .
Q u e s t ã o 1 0
R e s p o s t a : 7 U D W D � V H � G R � S O D Q H M D P H Q W R � H V W U D W p J L F R � � S R L V � V H � G H V G R E U D � H P � S O D Q R V � W i W L F R V � � F R P � R E M H W L Y R V � G H S D U W D P H Q W D L V � � H �
H P � S O D Q R V � R S H U D F L R Q D L V � � Y L V D Q G R � D � P H W D V � R S H U D F L R Q D L V � � � ( O H � p � X P � I D W R U � I X Q G D P H Q W D O � U H O D F L R Q D G R � j � H V W U D W p J L D � H P S U H V D U L D O � H �
F R Q V L V W H � � V H J X Q G R � & K L D Y H Q D W R � � � � � � � � S � � � � � � � Q D � ³ G H W H U P L Q D o m R � G D � I X W X U D � S R V W X U D � G D � H P S U H V D � � H V S H F L D O P H Q W H � F R P � U H O D o m R �
a o s s e u s p r o d u t o s , m e r c a d o s , t a m a n h o , l u c r a t i v i d a d e , g r a u d e i n o v a ç ã o e s u a r e l a ç ã o c o m e x e c u t i v o s , e m p r e g a d o s e 
L Q V W L W X L o } H V � H [ W H U Q D V ´ �