Competências alinhadas às estratégias: um estudo de caso na Telemar-CE

Abstract

The new organizational scenario, deeply affected by great transformations related to exasperated competitivity, the accentuated process of globalization, and the intense speed of technological innovations have made organizations analyze and develop determining factors in search of a sustainable competitive advantage within their operating markets. The establishment of strategies and the continuous development of competencies are the most evidenced factors in contemporary managerial practices. The economic sector chosen as the focus of investigation was telecommunications, in which the changes faced by companies in the post-privatization period were confirmed by accentuated transformations in the strategies, and in the competencies required by the market. The strategic behavior of the sector, previously identified by its monopoly, and regulated by governmental protectionism, was substituted by the economic rules of the free market. Within this new context, the sector’s dynamics is supported by the constant mobilization of the resources that are available in the company, in search of differentiating competencies. The objective of this work is to verify at which level and at which processes the relationship between organizational competencies and competitive strategies occurs at one of TELEMAR’s units, Telemar-Ce, as well as verify the implications of the interrelation of the competencies with the personnel management strategies. The work constitutes a unique case study, (YIN, 2001), which is exploratory, descriptive, and based on a qualitative analysis. Documental research, interviews and questionnaires directed to the collaborators of the company were used as sources of evidence, which were later treated through a content analysis by categorization (BADIN, 1977; VIEIRA, 2004). This analysis evinced the processes, procedures and obstacles for the alignment of the strategies with the organizational competencies at the Telemar-Ce were.