A relevância do ciclo de planeamento estratégico em contexto de incerteza

: estudo de caso – NOS

Abstract

This Master's Final Work (TFM) analyses the relevance of the integrated strategic planning and management control cycle in a context of high uncertainty of the environment. The research was carried out through a case study of one of the largest Portuguese companies in the telecommunications sector, seeking to understand the impact that the COVID-19 crisis had on the organization's planning and control practices. In fact, for the preparation of this work, the qualitative methodology was adopted, and two interviews were conducted with the directors of the planning and management control department and of the strategy department of NOS. Using the Execution Premium model as a conceptual basis, the analysis suggests that the formal planning and control model adopted by NOS was able to deal with the increased uncertainty inherent to the COVID-19 pandemic, and that the tools of strategic analysis and control of its execution were considered by management as indispensable to ensure business continuity and foster its adaptation to the strong changes in the environment. More specifically, the case study suggests that the planning and control practices instituted in the organization were useful in perceiving the scope and potential impact of these changes in the business environment, allowing the company to proactively manage the resulting threats, even in a context of high uncertainty

Date of Award	20 Oct 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Luís Marques (Supervisor)