Strategic change for turbulent environments

Revista Facultad de Ciencias Económicas

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Title Strategic change for turbulent environments
Cambio estratégico para entornos turbulentos
Mudança estratégica para ambientes agitados
Creator Rivera Rodríguez, Hugo Alberto
Subject Strategy; turbulent environment; uncertainty; dynamism; complexity
Entorno turbulento; cambio estratégico; incertidumbre; dinamismo; complejidad
Ambiente agitado; mudança estratégica; incerteza; dinamismo; complexidade
Description In the last years, companies have faced a turbulent environment, mainly characterized by uncertainty, dynamism and complexity. Uncertainty is evident at decision making moment; without certainty about what can happen to the company; dynamism is observed by permanent change of customer needs and emergence of new actors to interact with, in order to make a transaction. Business administration academy has looked for mechanisms to face this turbulence. This paper presents a theoretical review of turbulence concept, emphasizing on how this phenomenon must be faced through a strategic change.
En los últimos años, las empresas se han visto enfrentadas a un entorno turbulento, caracterizado principalmente por presentar incertidumbre, dinamismo y complejidad. La incertidumbre se hace evidente al momento de tomar decisiones; sin lograr tener certeza sobre lo que puede pasarle a la empresa; el dinamismo se logra observar por el cambio permanente en las necesidades de los clientes y surgimiento de nuevos productos, que origina incremento de la rivalidad por precio; y la complejidad puede identificarse en el surgimiento de nuevos actores con los que se debe interactuar para llevar a cabo una transacción. La academia de la administración ha buscado mecanismos para enfrentarse a la turbulencia. En el presente documento se presenta una revisión teórica del concepto de turbulencia, haciendo énfasis en la forma como debe enfrentarse el fenómeno mediante el cambio estratégico
Nos últimos anos, as empresas têm enfrentado um ambiente turbulento, caracterizado principalmente por a incerteza, o dinamismo e a complexidade. A incerteza ocorre quando se tomam decisões sem ter certeza do que pode acontecer com a empresa; o dinamismo se observa na mudança constante das necessidades do cliente e no surgimento de novos produtos, o que causa aumento na concorrência de preço; a complexidade pode identificar-se no surgimento de novos atores que intervêm para realizar uma transação. A academia da administração tem buscado mecanismos para lidar com a turbulência. Neste artigo revisa-se teoricamente o conceito de turbulência, enfatizando a maneira de enfrentar o fenômeno mediante uma mudança estratégica.
Publisher Universidad Militar Nueva Granada
Universidad del Rosario

Date 2009-12-31
Type info:eu-repo/semantics/article

Format application/pdf
Source Revista Facultad de Ciencias Económicas; Vol. 18, Núm. 1 (2010); 87-117
Language spa
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