Alinhamento estratégico em construtoras de Fortaleza/CE: aplicação de um modelo de medição

Abstract

The concept of alignment is emerging, companies can no longer wasting their resources on ill-conceived strategies, processes that do not meet the needs of clients or with people who do not understand or do not contribute to the achievement of company strategy. In the Construction companies this situation is not different, the competition has proved to be relevant. The justification for this work relates to the importance of strategy and reflexes of different perceptions about the same within the organizations by their members, emphasizing also the limited amount of studies on the topics: strategic alignment and strategy in construction industry. It has been a research problem as misalignment between the contents of the current strategy (perceived) in the competitive and functional level. This study was part of a dissertation, which consists of analyzing the strategic alignment in construction from the application of a method for analyzing, measuring and comparing / viewing the strategic alignment in construction companies, focusing on competitive strategy and strategy production, highlighting the criteria prioritized in competitive businesses. Studies multicasos were had in fourteen builders of the city of Fortaleza, selected by convenience and accessibility. We analyzed the companies from the application of the method. In each companies two representatives participated in the survey, and their perceptions were confronted. This has resulted, ultimately, to a certain degree of alignment in each company, enabling a comparison of results. Finally, we present the findings and suggestions for future researches.