Planejamento estratégico como ferramenta para implantação da orientação estratégica para a marca na Edufes

Abstract

In recent decades, financial pressures and the increasing demand for results and high performance have forced public organizations to rethink the way in which they are structured and operate, so that many of them have incorporated processes already enshrined in the private sector, such as strategic management and brand management, to their own practices. Thus, in order to improve Edufes’ (Federal University of Espírito Santo’s Press) responsiveness to the demands of its publics, the perception of the quality of the products and services offered and to improve its performance, the aim of this research was to plan the implementation of the strategic brand orientation in that university press. For that, a strategic planning process was conducted based on the paradigm of critical participatory action research, being an applied and descriptive study of a qualitative approach. Throughout the methodological course, bibliographical and documental research and group interviews were employed for data collection. Meanwhile, qualitative content analysis and other auxiliary instruments from the literature in strategic planning were used for the treatment and analysis of that data. As a result of this effort, a strategic plan has been designed in a socialized and realistic way, locating Edufes in the environments in which it is present and in relation to its publics and listing the tasks to be performed so that university press can perform the functions that justify its existence in an effective and efficient manner, taking as a point of reference the management of its brand. This study is adherent to the Technology, Innovation and Public Sector Operations line of research